CONTEXT
The Lexus 2020 Dealership Corporate Identity programme was developed to elevate the in-store experience by blending architecture, technology, and hospitality in equal measure. It sought to translate the brand’s design language – L-finesse – into a physical space defined by simplicity, elegance, and precision. This transformation focused not only on the visual environment, but on how customers move, feel, and interact within it.

As a brand already known for exceptional service, Lexus set out to create a dealership experience that extended beyond transactional interaction to offer a sensory and emotionally rich journey. Every touchpoint was seen as an opportunity to embody the Japanese principle of omotenashi — where customer needs are anticipated rather than responded to.

CHALLENGE
The brief required a complete rethink of how the dealership environment could evolve to support deeper engagement, tailored consultation, and lifestyle alignment — all without losing the distinct sense of Lexus refinement.
Key objectives included:
• Expanding the lounge area by 20% to encourage longer, more meaningful conversations
• Connecting digital and physical journeys to reflect how customers browse and buy today
• Enhancing the delivery of award-winning service through spatial design and system integration
The challenge was to design a setting that felt both calm and confident — understated but elevated.

SOLUTION
The updated CI approach brings Lexus’s design philosophy ‘L-finesse’ into the dealership setting with clarity and depth. Through the principles of Intriguing Elegance, Incisive Simplicity, and Seamless Anticipation, the environment was reshaped to offer a refined, intelligent, and emotionally resonant experience. The new layout centres on customer flow, comfort, and discovery. A larger lounge space, intuitive zoning, and tactically placed browsing stations allow guests to engage at their own pace. Digital configurators are integrated with physical samples, enabling customers to shift effortlessly between online inspiration and in-store consultation.

Bespoke furniture sourced from leading suppliers supports every stage of the customer journey, from relaxed conversation to focused decision-making. Ambient lighting and high-spec finishes bring a sense of considered calm to the space, while touchpoints such as concierge menus and interactive displays elevate hospitality.

Together, these elements create more than a showroom – they build a branded environment where Lexus hospitality and craftsmanship are lived, not just seen.