Automakers take pleasure in increasing their model past the automotive sector. Generally that entails launching a clothes line or a sequence of branded residence equipment. For Lexus, that meant opening a restaurant known as Intersect by Lexus in New York Metropolis in late 2018. Nevertheless, after simply over three years of operation, the eatery is closing its doorways, in response to Eater.
Intersect closed its doorways for good on January 15. Lexus had managed the Union Sq. Hospitality Group-operated restaurant. A restaurant spokesperson didn’t present Eater with an evidence for the shop’s abrupt closing, however the individual did add that it wasn’t the results of any challenges associated to the coronavirus pandemic. The spokesperson additionally advised Eater that the restaurant was booked strong with reservations after a quick pause throughout the pandemic. The spokesperson added that the restaurant was a “nice success.”
Lexus opened the 16,500-square-foot Intersect in New York’s Meatpacking District, which, in response to Eater, is close to related pop-up spots for Mercedes and Genesis. Ferrari introduced final 12 months that it might additionally enter the eatery area by relaunching the Il Cavallino. It’s the restaurant the place firm founder Enzo Ferrari repeatedly dined with mates.
Lexus’ Tokyo location stays open, and its Dubai retailer is present process renovations. It’s set to open later this month. Intersect’s 55 staff may have a chance to seek out different positions inside Union Sq. Hospitality Group as the corporate presently has 211 open positions.
It’s a bit unusual and kitschy to see automakers open eating places or begin clothes traces, however model consciousness issues, and there are extra distractions than ever competing for our consideration and our greenbacks. Automakers have change into rather more enamored with the thought of giving clients significant experiences and companies, and that has seen manufacturers like Lexus, Ferrari, Mercedes, and others, department out past the manufacturing facility for the kitchen.
