Cars
What Are Brands Actually Getting Out of These ‘Experience’ Stores?
Increasingly—for automakers, at least—they don’t seem to make much sense.
Actor Justin Theroux (left) and Mazdack Rassi, co-founder of Milk Studios, attended the opening party for Lexus Intersect.
Photographer: Mike Coppola/Getty Images North AmericaThis week in New York, Lexus opened a gleaming, expensive new building that is … a bit ironic.
“Intersect,” a 16,500-square-foot boutique in Manhattan’s Meatpacking District, is meant to allow people to “experience” the carmaker’s brand without setting foot inside a car.