The Meatpacking District's Next Boutique Is From... Lexus?
June 2, 2014
You can tell that a shopping district has turned a corner when highly desirable real estate spaces start going to strangely contrives establishments. The once piping-hot Meatpacking District is currently plagued with a surplus of empty storefronts, with more to come in the next couple of years. Agents and landlords have had to get creative to fill leases these days, which may explain why a prime spot on the south side of 14th street between 9th Avenue and Washington Street will soon house the first American boutique for Lexus.
Yes, that's right, a car company is opening up a store to be called Intersect by Lexus amongst the fashion boutiques. The company, a division of Toyota, has leased 16,500 square feet at 412 West 14th St (pictured above with an added logo) over three floors to show not only its cars, but other items including clothing and accessories from labels that "harmonize with Lexus' philosophies," in its own words. The space will also include an art gallery and a café, because why not just throw everything in there? A similar store has already opened in Tokyo and others are planned for major cities including Dubai.
The thinking behind this move is that the store will be a great way to reach the upscale customer base that supports luxury car brands like Lexus who may not be enthusiastic about touring car dealerships.
Lure them in with fashion and sell them a car?
Of course, the concept does somewhat underestimate the savvy of the city's shoppers, who tend to be fairly adept at discerning a real store from a marketing scheme. An opening date for Intersect by Lexus has yet been announced.