ARNO x Lexus: Automotive Showroom

The showroom puts the customer in the spotlight. An optimized customer journey has been curated through strategically placed customized furniture elements and relaxation zones. Each section of the showroom is clearly defined, enhanced by premium materials and atmospheric lighting. Additionally, design classics add richness to the overall ambiance. A standout feature is the striking five-meter-long reception counter, elegantly illuminated for maximum impact.

The realisation of the new Lexus showroom was a demanding task and forms part of a broader discussion on logistics and execution in large-scale retail roll-outs. The project combined design consistency, customer experience and complex international logistics.

Central challenges

• Design consistency: The L-Finesse design concept had to be implemented consistently across all locations to reflect the aesthetics and design language of the Lexus brand.
• Customer experience and technology: The showroom needed to support an optimal visitor experience while integrating innovative technologies into the spatial concept.
• Logistics and roll-out: More than 250 car showrooms had to be produced, delivered and installed across multiple European markets, requiring precise planning and coordination.

The result is a showroom concept that translates Lexus’ approach to progressive luxury into a consistent retail environment, while demonstrating the logistical requirements of large-scale, international retail roll-outs.

A digital brand experience is created through interactive spatial elements that support customer information and consultation. These elements enable a coherent interaction between physical space and digital content within the showroom.

Digital elements include:

• Video walls for brand and product communication
• Consultation walls supporting customer interaction and advisory processes
• Interactive vehicle configurators for individual product exploration
• Touch tables enabling collaborative consultation and content navigation
• VR/AR applications for immersive product presentation and virtual experiences

The contract covered the furnishing of more than 250 car dealerships across Europe. Value engineering measures were applied to optimise production processes while maintaining defined quality standards. The showroom concept uses materials such as solid surfaces, wooden elements and integrated technological components.

The resulting Lexus showroom reflects the brand’s design principles and functional requirements. Attention to detail and a focus on progressive luxury support an environment tailored to the expectations of Lexus customers and consistent brand presentation across locations.