Lexus International opened the new INTERSECT BY LEXUS high-end brand experience area outside of Japan in Dubai, UAE, with an opening event the other day to mark the occasion.

INTERSECT BY LEXUS is a distinct luxury area for the Middle East area where visitors can experience Lexus without supporting a steering wheel. Neither a car dealership, nor a traditional retail area, visitors can engage with Lexus while "getting in touch with the city, and converging with other people and vehicles". The very first INTERSECT BY LEXUS opened in Tokyo's Minami-Aoyama district in August 2013.

INTERSECT BY LEXUS is located at the heart of the Dubai International Financial Center (DIFC), and offers a relaxing yet promoting space for individuals who are looking for diverse luxury way of lives enhanced by design, art, fashion, culture, film, music and technology.

Takayuki Yoshitsugu, Chief Representative, Middle East and North Africa Representative Office, Toyota Motor Corporation, said, "We are extremely pleased to inaugurate INTERSECT BY LEXUS where people from across the region have the chance to be part of a distinct experience. INTERSECT BY LEXUS is a comfy and inspiring area for every individual and they can treat it as their own distinct place. At Lexus, we share a significant interest for high-end, quality workmanship and innovative design. This materializes itself in every corner of INTERSECT BY LEXUS to provide visitors a sense of the way of life associated with a Lexus.

Yoshitsugu added: "We regards appreciate the support of our consumers who have put their faith in Lexus throughout the years and we look forward to welcoming them to INTERSECT BY LEXUS.".

Both INTERSECT BY LEXUS experience areas have been designed by Masamichi Katayama, the world-renowned designer and founder of interior design company Wonderwall. They are designed to embody the Lexus brand, and offer a brand experience with surprise and motivation unique to Lexus. INTERSECT BY LEXUS is composed of 2 floors. The lower floor features a garage and exhibition area for Lexus concept automobiles and art installations, while the upper floor offers a lounge, a restaurant, a library lounge, and a shop for CRAFTED FOR LEXUS (www.crafted-for-lexus.com) lifestyle products.

"This job is not almost developing a dining establishment, however rather an environment," discusses Katayama, "As an incubation platform creating brand-new ingenious concepts and ideas, it has actually been designed to catch the sensation of a lounge, allowing people with shared values to come together and communicate in a relaxed yet motivating ambience.".

These spaces will host workshops, exhibits, and events, working as the introducing point for varied brand activities. INTERSECT BY LEXUS will be further expanded into the worldwide scene, with an area in New York presently being planned.