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Lexus premieres the All New Lexus LX in a new brand space
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LX 600 (Courtesy of Lexus Indonesia)
I
mmersion by Lexus is the first Lexus brand space in Indonesia and the world, a concept to complete the personalized ownership experience for all its customers. Located at Menara Astra in Jakarta, Immersion opened for visitors in May.
Since its first appearance in Indonesia 15 years ago, “Experience Amazing” has embodied the spirit of Lexus’ brand to innovate and bring surprises for consumers and automotive lovers in Indonesia. After introducing its electrification technology and launching the All New Lexus NX, Lexus Indonesia has strengthened its image by entering a new chapter with the theme The Next Chapter of Intuitive Luxury.
All this is the background to Immersion by Lexus, a space dedicated to representing the values and philosophy of Lexus so customers can get to know and experience the brand’s story, products and omotenashi (Japanese hospitality).
Stepping inside the space for the first time, there is a wooden dock to one side and a ship in front, mimicking the serenity of the seaside. For the special occasion, the yacht display seems small compared with the Lexus LX 600 being displayed in front of the main door, which is sure to steal everyone’s attention.
“We created this brand space through a very long and curated process. All elements installed are works of art that are made exclusively and reflect the takumi [artisan] craftsmanship philosophy of Lexus. The hope is that through Immersion by Lexus, visitors can experience the extraordinary model without having to get behind the wheel,” said Bansar Maduma, general manager of Lexus Indonesia.
Going inside the building, the artwork will transport visitors to a world of luxury. On one side, the wall is adorned with a painting of the brand’s story and products, featuring cars, yachts and airplanes.
However, the beautiful arrangement does not overshadow the equally luxurious car in the middle of the room, the Lexus LX 600 VIP. Unlike the aforementioned Lexus LX 600 near the “docks” that can accommodate seven people, this car has a bigger trunk space and is designed as a four-seater.
The Lexus LX has strong charisma as the Lexus flagship SUV, and is comfortable and tough on all terrains. The exterior features the new frameless spindle grille design, accompanied by quad-LED headlights that make this model recognizable anywhere.
On the side, the silhouette of The All New Lexus LX is supported by an exclusive 22-inch alloy wheel design that makes its appearance even more refined, while the back displays a unified Lexus logo combined with Lexus' signature limitless rear lamp to support the strong character of this vehicle.
The real display of omotenashi is on the second floor, accessible by steps illuminated by yellow light from the ground floor. The second floor has a bar, comfortable sofas and a meeting room. The walls are surrounded by squares filled with books and cultural artifacts such as wayang. The floor was carefully designed using wooden squares of all sizes that fit together. Lights made of banana leaves hang low over tables.
Like the All New Lexus LX, every piece in the room is designed with great detail and precision to highlight a beautiful amalgamation of cultural acculturation, and is exclusively tailor-made for individuality and luxury.
