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Lotus quietly opened the doors to it’s flagship 350 m2 store in Regent St, London last week, opening up a very well appointed establishment on the north west corner of Piccadilly Circus, some of the UK’s most expensive retail real estate. Following on from the huge update and grand opening of the Hethel factory store earlier this year, a shop opening up in Norwich FC’s Carrow Road Stadium, one in Monaco, three in China and another in Lebanon this store sets the standard becoming the hub for Lotus retail and talking to Head of Retail, Antonio Marsocci, also a hub for Lotus enthusiasts in central London.

With an entrance on the hugely busy Regent St taking you into the F1 section of the store you’re greeted with a range of the teams merchandise, from office accessories such as pens, mouse mats and mugs to clothing in this years colours and even a scale model of this years F1 car. The other side of the store with it’s larger frontage is on Air Street and this leads into the main retail area of the shop and in a third section there’s not only more shelves stacked with Lotus Originals but a bespoke table and chairs provided by Linley‘s creating a more relaxing area, there are even a couple of iPads if you need a quick digital fix! The shop is staffed by keen and courteous staff with good knowledge not only of what’s on sale but also Lotus cars and the companies heritage which is good to see and the atmosphere is certainly not pressured, the staff are happy to chat F1 or the new Exige as much as they are belts and ties!  The first floor is home to the new B2B enterprise with private areas for trade buyers to browse the collection and finalise there deals behind the huge roundel over the front door.

It’s not a cheaply outfitted shop, rumour has it that the bespoke table featuring outline Lotus roundels cost £35,000 and this theme continues throughout. The mannequins sit on Lotus lozenge shaped bases and the shape features in other furniture, the end of clothes racks, even in the carpet making the shop a real mecca to the brand. There will be an ‘official’ opening soon and after this the staff are keen to offer TLF members an exclusive after hours evening in the shop, free from other customers and with staff on hand to help with shopping requests, coffee will be available, watch this space!

Images by GKP.

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