It's a sense of exclusivity, calm, comfort and refined tranquility tinged with a subtle shiver of anticipation. At LOUNGE by Lexus at Brussels airport, FITCH designed a space that allowed weary travellers to experience this feeling while they unwind, and to get to know Lexus without having to get behind the wheel of one of their cars.
Having previously developed the design concept for the Lexus retail network, we already knew a lot about the brand. However, we still needed to build up a comprehensive overview of the precise context, the audience and best practice more widely. With all that on hand, we turned our attention to delivering the omotenashi, that very particular form of Japanese hospitality for which Lexus is famed, thereby meeting the brand's objectives and delivering a flawless service that exceeded even the most demanding traveller's expectations.