Lotus open new brand centre in Mayfair, London

Lotus has taken another step towards becoming an all-electric luxury mobility provider, as it opens the doors to its first flagship European global brand centre in Mayfair, London.

Located at 73 Piccadilly, the new brand centre is said to be right at the heart of luxury, art, and culture in London, and will offer customer an exclusive and immersive entry into the Lotus brand.

Lotus first showcased its new retail identity in 2001 with a new showroom in Bahrain

The brand centre comes complete with a VIP lounge, and can offer a bespoke digital experience, allowing customer the opportunity to personalise their own vehicle with experts on hand to support them.

The store will also act as a gallery for the brand, with regular display of its classic cars scheduled. Adding to this, the site will additionally serve as a showcase and launch venue for Lotus' latest vehicles and products. Customers can already purchase the new LS60 Wireless floor speakers, developed as a collaborative effort by Lotus and KEF at the new brand experience centre.

Lotus first announced in 2018 its Vision 80 - a plan to transform from a heritage automotive company to an all-electric, intelligent, luxury mobility provider by 2028 - when the firm turns 80. More brand centres are planned for key markets in  Europe, Asia, and the U.S.A, including one set to be located in Seoul's Gangnam fashion district in South Korea.