It’s not enough for brands to just sell luxury cars anymore, they must also offer luxury experiences.

In that spirit, Lexus Australia has opened a swanky new showroom that doubles as an event space in downtown Hobart. 

Situated at the newly finished Rox Building and designed by Tassie architects Core Collective, it’s billed as a “lifestyle hub unlike any other in Australia”. 

The fitout includes polished concrete floors and Tasmanian oak on the walls, and all furniture was both designed and made there by local craftspeople. 

Lexus says local artists will be able to display their works, and that the space can also be shared by local business and community groups.

A virtual showroom means you can configure and view a car using “audio-visual technology”.

The Lexus of Tasmania dealer will also offer a commercial kitchen that can turn into a pop-up restaurant. This part was designed in consultation with local chef Luke Burgess.

Lexus of Tasmania will be run by Primewest Motor Holdings Group, which also runs the large-footprint Lexus of Perth dealership.

Lexus Australia Chief Executive John Pappas called the site “a pioneering luxury lifestyle space that showcases the progressive luxury of Lexus and its vehicles through cutting-edge design and craftsmanship”.

“The new Lexus of Tasmania sales suite exemplifies the Lexus commitment to customer care and contemporary style, with an identity that is distinctively Tasmanian,” Mr Pappas added.

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