Lotus takes on Mayfair
Many of the world’s best-known premium and luxury brands, automotive and beyond, have a retail presence in London’s upmarket Mayfair district. And later this year, Lotus will join them.
The company is to open its first global store at 73 Piccadilly on the corner of Berkeley Street and directly opposite one of the most famous buildings in the UK’s capital city – the Ritz Hotel. More such stores are planned for major cities around the world.
Currently under construction, the store’s prime position makes it the perfect location to offer direct sales of Lotus cars to customers. As a brand beacon it will boast more than 450 square metres of retail space over two floors, and will serve as a shop window for the Eletre hyper-SUV, the Emira sports car and the Evija hyper-car.
The ground floor has space to show three models and will include a full Lotus merchandise retail outlet. Below will be a VIP lounge for visiting customers – existing or future – and a full Lotus digital configuration suite.
The store will also provide a discreet London home for clients of Lotus Advanced Performance, the bespoke and experiential division of the business launched this year.
The store will open later this year with a launch event, celebrating the latest milestone in the ongoing transformation of Lotus from a UK sports car company to a global performance business and brand.
Geoff Dowding, executive director of sales and after-sales, says: “This flagship facility will allow anyone to see our exciting three-car range, understand our brand, speak with a Lotus expert, configure a car using digital e-commerce technology and even reserve it through our recently launched e-commerce platform.
“As this is the first of our global stores and as it’s in the very centre of London, we fully expect Lotus Mayfair to attract many visitors from around the world. As such, it will play host to some of the most amazing Lotus cars from today and yesterday – including from our legendary racing past – as well as a packed calendar of events at the store.”
