Most people are wary of brands looking to break into the lifestyle space, and rightly so. Intersect by Lexus is a 'dining concept' put together by the Japanese car manufacturer to make the brand more appealing to a new breed of hip city-types.
The danger with this sort of, let's face it, marketing activation, is instead of delicious food you are force-fed Lexus branding for an hour before having to go back to work. Fortunately, however, Lexus has managed to find a happy medium between in-your-face marketing and good food.
Dubai is the second city to host the Lexus dining concept, after Tokyo, but both are markedly different. Everything inside is Lexus-themed, but not overtly so: the seats are made from the same leather as the cars', the bamboo detailing on the walls is in the same shape as a Lexus' front grille, and the like.
There's also a carefully curated selection or design books, along with contemporary art spread over the walls. So far, so Lexus.
The food itself is slightly unimaginative, but no less delicious because it's technically served by a brand that knows more about wheelbases than sandwiches. The business lunch menu comes with either two or three-course options.
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