Open Format had the privilege of partnering with Lotus to propose a new experiential concept: "Driver to Driver." This philosophy builds an ecosystem centered around the driver, reigniting passion within consumers.

The "Driver to Driver" concept inspired a new spatial logic. Grounded in the brand's DNA, Open Format created an immersive, signature brand experience for customers.

The space itself becomes a medium for the brand to connect with users, serving the experience first—going beyond basic product display and sales conversion.

The facade design pays homage to Lotus founder Colin Chapman's relentless pursuit of aerodynamics. It incorporates elements from wind tunnel testing, such as guide vanes, and the streamlined shapes of Lotus car bodies into its architectural language. Layered geometric cuts and bevelled lines express Lotus's exclusive performance aesthetic of porous design. The brand's iconic yellow-and-black color scheme strengthens its identity with striking visual impact.

This facade design system ensures a consistent brand language while offering enough flexibility to support the replication and expansion of retail locations.

Upon entering the showroom, various zones gradually deepen the connection between the customer and the brand. The "Driver to Driver" concept runs throughout, with each area embedded with rich experiential touchpoints. The brand story is woven into the customer journey, expressing Lotus's deep-rooted racing heritage and its performance-driven design philosophy.