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Lexus to roll out new design hot spot on W. 14th St

BY PASHA FARMANARA  |  In pop music, fast cars are a recurring topic. Rappers go on about the rims on their car, often a Bentley, Mercedes- Benz or BMW. A brand that has been always left out, though, is Lexus, which somehow just doesn’t rate cool enough.

To change the public perception of the brand, Lexus is launching a new project in the Meatpacking District that does not involve selling cars.

The company plans to open Intersect by Lexus, at 411 W. 14th St. A combination event space, gallery, lounge and retail boutique, it will be a place “where people can experience the Lexus brand beyond going to a dealership or a retail space,” explained Nancy Hubbell, Lexus Prestige communications manager.

A fall 2015 opening is being eyed.

A wall is artfully festooned with auto parts at the Tokyo Intersect by Lexus.
A wall is artfully festooned with auto parts at the Tokyo Intersect by Lexus.

This will not be the first Intersect by Lexus. One branch has already opened in Tokyo, and the company also plans to open an Intersect by Lexus in Dubai.

The Meatpacking District Intersect is expected to be similar to the current Tokyo store.

The Japanese location features a cafe, restaurant, retail space, garage (used to display concept vehicles) and even a photo gallery. It’s a multifunctional space all based around the car brand.

The store has a glass storefront, and is filled with all things luxury. From the cafe to the retail space, every piece of furniture is modern and sleek, evoking a youthful vibe: the reputation the brand is hoping to build.

The W. 14th St. location’s decor will be crafted by renowned interior designer Masamichi Katayama and his Tokyo-based firm Wonderwall.

The store’s approach to changing the brand’s image may seem a bit overdone, but when in the car business, there aren’t many options. Car dealerships, with the exception of Tesla, are not owned by the brand, but rather by the individual dealerships.

On Thurs., Feb. 13 Community Board 2’s State Liquor Authority Committee will discuss Toyota Motor Sales, U.S.A., Inc.’s request for a liquor license for the future Intersect by Lexus store.

The committee will draft a resolution on whether to recommend approval or denial of a license, and their recommendation — which is advisory only — will be sent on to the S.L.A., which will make the final decision.

Asked how he thinks the board will view the application, David Gruber, C.B. 2 chairperson, said there are a lot of interlocking parts.

“I don’t know,” he said. “It’s so complex. We haven’t seen it yet.”