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A Consistent Brand Experience That Goes Beyond Design

How Lexus brings its “L-Finesse” design language to life across Europe

 

The L-Finesse design concept is defined by clean lines, refined surfaces and an aesthetic that focuses less on decoration than on quality, usability and consistency. It combines Japanese craftsmanship with a contemporary, forward-looking vision: its simple forms feel understated, yet reveal a high level of design sophistication on closer inspection. The concept is also shaped by the idea of “Seamless Anticipation” - anticipating people’s needs and designing details that enhance the experience naturally. But a design system on paper is one thing - implementing it across more than 275 European dealerships without diluting brand integrity through local interpretations is another.

 

Brand integrity is measurable. Here are the numbers:

Customer Lexus
Category Automotive
Services Consulting, Value Engineering, Logistics, Furniture Production
   
0 dealerships throughout Europe
0% countries across the EMEA and CIS regions
12+ years of partnership with Lexus

Three challenges between ambition and reality

The realisation of the new Lexus showroom concept was not a classic roll-out project - it was a balancing act between design integrity and operational feasibility.

01
Design
Consistent execution of L-finesse
Identically delivered at every location - whether Munich, Madrid or Milan. Any deviation in material, proportion or craftsmanship would have compromised brand perception.
02
Technology
Digital integration
Video walls and consultation displays had to reinforce the digital brand experience - without technology dominating the design or feeling like an add-on.
03
Scale
275 locations
Production, logistics and installation required precise coordination: every element available on time, transportable and installable - with true craftsmanship quality.

From guideline to showroom in four steps

Our answer to the three challenges

  • Step 1: Developing a modular furniture system based on the L-Finesse design concept

    We translated the visual vision into a technical modular system: custom-made furniture - reception desks, consultation walls, dwell zones - identical in proportion, material and surface quality, yet adaptable to different spatial geometries on site. Fine mineral composites, precisely joined wooden elements and a coordinated lighting concept create the calm and clarity that defines a Lexus showroom.

  • Step 2: Value engineering without compromising design quality

    Optimised production processes allowed us to reduce cost without sacrificing the handcrafted feel. Every element was designed to be industrially prefabricated but individually finalised - an approach that unites scalability and craftsmanship.

  • Step 3: Seamless integration of digital interaction elements

    Video and consultation walls were not added as a separate tech layer but planned as an integral part of the spatial architecture. Cable routing, display mounting and interaction zones blend invisibly into the design - technology becomes tangible without becoming visible.

  • Step 4: Central coordination of production, logistics and installation

    275 locations mean 275 individual construction sites, each with its own permit processes and delivery windows. We centrally coordinate production, logistics and installation to deliver every location on time and at consistent quality.

“ARNO supports the retail experience where Japanese craftsmanship meets contemporary luxury where every element is intentionally made to create a sense of calm, comfort and discovery, a place to be.”

 

Marc Pérez, Senior Specialist, Lexus & Toyota Network Transformation

natascha kaupp arno

Let's Create Instore Success. Together.

Natascha Kaupp

Business Development

natascha.kaupp@arno.group Get in contact