The Gentleman Magazine Issue 9 | June 2018 | Page 68

The LOUNGE by Lexus at Brussels Airport
LOUNGE by Lexus at Brussels Airport is an innovative space
that is more than simply a place for travellers to unwind. It
also provides an engaging showcase for Lexus’s wide-ranging
activities and achievements as a global luxury lifestyle brand,
while offering hospitality in the finest Japanese traditions of
omotenashi. Applying the principles of Lexus L-finesse design
Rich in contemporary Lexus design, offering innovative,
leading edge spa and well-being facilities and even equipped
with a state-of-the-art listening room for Mark Levinson
premium audio equipment, it reflects Lexus’s commitment to
the highest standards of customer service. L-finesse has three core values:
DESIGN AND CRAFTSMANSHIP
The overall look of LOUNGE by Lexus is inspired by Lexus’s
L-finesse design principles, successfully embracing and adapting
a styling philosophy that reflects the brand’s commitment to
design, technology and precision craftsmanship.
• Seamless Anticipation
True to the concept of omotenashi – the Japanese spirit of
hospitality – we do more than simply meet our customers’
needs and desires. We anticipate them, seamlessly, to give them
an amazing experience.
LOUNGE by Lexus covers an area of 700 m2 and has seating
for 175 guests. It is located within THE LOFT, the Brussels
Airlines Business Lounge. It is divided into a central lounge,
bar area, an upper lounge with a more relaxing environment
and a quieter breakout space with work stations. • Incisive Simplicity
There is also a brand space where guests can find out more
about Lexus design, takumi craftsmanship, performance while
browsing “storytelling” cabinets that contain exhibits and
information that illustrate its growing range of brand activities
and innovations. • Intriguing Elegance
The layout includes an extensive spa (detailed in the omotenashi
chapter), with sleep pods, personal shower and washrooms
and a massage room, and a listening suite where guests can
enjoy finest quality audio from Mark Levinson.
Ceiling height, lighting and furnishing materials and colours
vary according to the area and its function to create different
ambiences.
68 | The Gentleman Magazine “Powered by
Everything we create must be an intuitive pleasure to use and
behold. Any excessive complexity must be stripped away so we
can provoke honest, undiluted emotion in the experience.
Lexus design has the power not just to catch the eye and turn
heads, but also to capture and hold attention. The more you
look, the more you’re drawn in. This is what Lexus designers
mean when they talk about “visual journeys”.
In the context of LOUNGE by Lexus, L-finesse is expressed in
qualities that are also seen in the designs for Lexus’s European
retailers. They generate a visual journey with broad expanses
that flow into intriguing details, creating a change of pace.
The result is a bold visual expression, achieved with an elegant
composure.
, Security in Motion”