BY MAUREEN N. MARATITA
Journal Staff
Hammett
Atkins Kroll Inc. confirmed to the Journal its showroom remodel plans for its flagship brand — Lexus, emphasizing the potential of the brand in Guam.
“We are committed to Guam and the luxury market,” Alexander Hammett, managing director of Asia Developing Markets, said.
The upgrade will continue despite the pandemic, he said in a Dec. 4 statement. “Notwithstanding the challenges that the global pandemic presents, we plan to invest over $1.3 million in this showroom and introduce our customers to a world-class automotive showroom experience.”
The target date for the grand opening is the end of April 2021.
Rendering courtesy of Atkins Kroll
ARi Partners Architecture is the design consultant for the 3,860 square foot showroom, and JWG LLC is the project contractor, according to AK. “The design was inspired by the cars, which have a very geometric refinement of edges and a great sense of luxurious materials,” Neil Paynter, owner and managing principal of Ari, said.
He said Lexus will “define its place in the luxury retail environment with the design, which also includes elements like the spindle screen derived from the Lexus radiator grille’s current design.
The design has other advantages also, according to Ernie Galiito, marketing and communication director for AK. “By creating functionality delivered with elegance, sophistication, simplicity, and finesse, we transform a functional experience into an emotional connection,” he said. While construction is ongoing, “We will have a temporary Lexus showcase in the Toyota showroom during the construction,” he said.
While the showroom is under construction, consumers can still view Lexus vehicles and test drive them, he said.
AK launched Lexus in early 1991. It is available in more than 90 countries and in the U.S. is sold through 242 dealers, according to AK. mbj
