Selling brands, not just cars

Ahead of the 2020 Tokyo Olympics, urban spaces are being renewed, technology is advancing, big data contributing to marketing is becoming more sophisticated, and event experiences blending digital and real-world elements are gaining value.

Since the dramatic shift in media consumption patterns in the 21st century, planning and expression within the event and promotion domain have become increasingly vital.

This series, "Experience Driven Showcase," introduces the latest examples and compelling experience creations in events, spaces, technology, and promotions handled by the Dentsu Group.
The first installment features "INTERSECT BY LEXUS-TOKYO," which opened in Tokyo's Aoyama district in August 2013 and gained attention for its luxurious space design. Yuka Takizawa of Dentsu Inc., responsible for the store's spatial development and events, shares the branding philosophy behind it.

Editorial Composition: Aki Kanahara, Dentsu Inc. Event & Space Design Bureau

 

What is the new luxury?

"INTERSECT BY LEXUS-TOKYO" aimed to create an open space accessible to those aged 20-40 who weren't necessarily interested in LEXUS. This was achieved by providing a rich brand experience through a relaxed, time-consuming environment at the coffee stand and bistro, emphasizing friendly service and conversation.

The challenge lay in building a new form of luxury. It wasn't just about creating the space; it was about continuously expressing the LEXUS worldview through its operation. Merely emphasizing status made it difficult to resonate with customers. We challenged ourselves to create brand value not just through traditional approaches, but through "co-creation" between cutting-edge creators and customers, tailored to the social media era.

INTERSECT BY LEXUS challenged conventional brand communication by pursuing a strategy of "selling the brand, not just the car" – an approach unprecedented among domestic and international automakers.

 

The spatial composition of INTERSECT BY LEXUS

The first floor features a coffee stand and the "Garage" exhibition space proposing lifestyle concepts. The second floor houses a bistro integrated with a library and a shop for "CRAFTED FOR LEXUS" items, designed to embody the lifestyle LEXUS offers. The basement level includes a bar space and club room, providing a venue for social interaction. Furthermore, items crafted by young artisans from across Japan are sold as "CRAFTED FOR LEXUS," expressing Lexus's own craftsmanship.

Beyond spatial design, we have been deeply involved in its operation for the past two years since launch, ensuring it remains a place where innovative people freely interact and exchange ideas—a place where customers and the brand connect. Daily, we host talk events, parties, workshops, and more, proposing new lifestyles through every possible method.

From the project's inception, we've continually asked, "What exactly is INTERSECT BY LEXUS?"

From the very beginning, it was clear this would not be a conventional showroom, nor simply a brand shop or restaurant. Our goal is to create a communication space in an entirely new category.

 

Co-creating "Experience Design"

In the field of store development, I feel there is a growing challenge to present brands in a way that "visualizes and constructs the brand's new personality and worldview, delivering experiences through storytelling." Driven by the desire to spend special moments, what people seek is shifting from "things (products)" to "experiences (moments)." This is likely because people are choosing brands based on a sense of comfort rather than status.

What is now required in store development is the "design of experiences" that engaging with the brand provides.

It's not just about creating physical spaces like stores; it's about designing the experiences and interactions within those spaces. It's about communicating not only the product's worldview but also the initiatives the product represents. By having the space fulfill this editorial role, we aim to expand the brand's value and its fan base. Personally, I want to collaborate with the amazing people shaping these spaces and the trends of the world, working closely with people's lifestyles to create wonderful experiences.

Next time, I will be in conversation with Tei Towa, the music producer for "INTERSECT BY LEXUS."