How much would it cost to establish a new car showroom in a strip with famous designer brands such as Chanel, Louis Vuitton, Hermes, Dior and Gucci in the heart of Amsterdam?
Very little, if you have a cheeky idea.
DDB Amsterdam created the showroom for the new 2024 Lexus LBX in a parking space. The Parkable Flagship Store gave the new car luxury credentials while avoiding sky-high rents on Amsterdam’s most famous luxury shopping street, P.C. Hoofstraat. The glass-case mini showroom also created buzz. So the campaign achieved everything needed to launch the car with premium features but without a “premium” price tag.
The attention-magnet showroom came with high-end lighting, a personal shopping assistant, complimentary coffee, and because the weather in the Netherlands could turn at any minute, an umbrella service.
The Parkable Flagship Store will now move to other luxury shopping streets across Europe.
