Toyota’s upmarket Lexus brand will open its first ‘brand experience’ centre next week (Aug 30) in Tokyo’s Aoyama district.

Called ‘Intersect by Lexus’, the company describes the centres as ‘neither a dealership nor a traditional retail space but ‘luxury spaces where people can experience Lexus without getting behind a steering wheel.’

The centre focuses on design, art, fashion, culture, film, music and technology and has been developed by Masamichi Katayama, the founder of the interior design firm Wonderwall.

The first floor of Intersect by Lexus features a café "serving world renowned coffee, and the Garage, an exhibition space for car culture and lifestyles".  On the second floor is a retal space featuring a collection of lifestyle items produced by brand companies that "harmonize with Lexus’ philosophies, and a library lounge serving modern-Tokyo-themed foods".

“Intersect by Lexus seeks to be a comfortable and inspiring space for interaction among people and between people and cars,” said Mark Templin, executive vice president of Lexus International.  ”These spaces will evolve as people gather and make connections.  Not just a car company’s space, rather a place for everyone to treat as their own unique place.”

Other centres in cities like New York and Dubai are being planned, says Lexus.