Lotus has opened the doors to its first flagship European global brand centre in Mayfair, London.

Lotus London can be found at 73 Piccadilly, at the heart of luxury, art and culture in the capital city. It brings together Lotus’ long-standing commitment to technology, performance and heritage by providing customers with an exclusive and immersive entry into the Lotus brand.

The store offers a VIP lounge and bespoke digital experience – where customers can personalise their own vehicles – with experts on hand to support them. In addition, the store will act as a gallery for the brand, regularly displaying classic car designs from its 75-year rich history, from F1 to icons of the silver screen.

Lotus London will serve as a showcase and launch venue for the latest vehicles and products, including the next-generation vehicle line-up; the Eletre hyper-SUV, Emira sports car and Evija hypercar. Customers will also be able to purchase Lotus merchandise in-store, as well as other co-branded products. For example, Lotus and KEF recently announced the new LS60 Wireless floor speakers, and these are now available to buy in store.

This is the brand’s first digitally driven flagship showroom in Europe, a ‘Hyper Space’ which embodies Lotus’ vision to become a global performance brand. In 2018 Lotus revealed Vision80 and its plans to transform the brand from a heritage automotive company to an all-electric, intelligent, luxury mobility provider by 2028 – when the business turns 80.

Brand centres form a key pillar in the business’s global customer experience strategy, focused on building a direct relationship and creating unique, personalised experiences for consumers. Lotus plans to launch further stores worldwide in key markets including Europe, Asia and the US.

Mike Johnstone, Chief Commercial Officer at Lotus Group, said: “The opening of our new store demonstrates our commitment to transform Lotus to a global luxury performance brand. We have seen a huge demand for our products and have ambitious plans to scale rapidly by 2028. Brand centres around the world will play a key role in building both the Lotus brand and long-lasting relationships with our consumers.”

Lotus began delivering its Vision80 promise with the world premiere of the Eletre last year. It has started production for the vehicle and expects to deliver to customers in the UK and Europe later this summer.