Lotus opens new brand centre in Paris

Lotus has opened the doors to a new flagship brand centre in Paris, Fance.

The new flagship store is located amongst other luxury and haute couture brand boutiques, close to the Champs-Elysees, and follows from similar openings in London, Munich, and Oslo.

The ground floor of the new site serves as a street-level walk-in showcase and launch venue for the firm's next-generation vehicle lineup, including the Eletre, Emira, Evija and the latest Emeya grand tourer.

The floor above this, meanwhile, has been dedicated to the brand's heritage. It will serve as an open-plan space and gallery, regularly displaying classic road and race cars from Lotus' 75-year history. Finally, the basement of the site is said to represent its ambition and its plans for the future. This basement includes a lounge and virtual reality configurator to help customers discover and personalise their own vehicles with the assistance of Lotus product experts.

The new Paris flagship store is also set to host the European premiere of Emeya. Lotus plans to launch further stores worldwide in key markets including Europe, Asia and the U.S.A. Lotus additionally announced in June 2023 that it would open a new brand centre in Seoul's Gangnam fashion district by late 2023.