Firstly, Toyota wanted to provide a place where people could escape everyday stresses of Korea’s competitive society and relax. Secondly, awareness of the world-famous Lexus brand is quite low in Korea, and so Toyota hopes that people will familiarize themselves with the brand. Our research showed that by four months after opening, the repeat rate was 34% and brand recognition had increased 61%, indicating this space was successful in creating familiarity with and understanding of the Lexus brand. These facilities are based on an entirely new concept and designed to stimulate all of the senses, subtly creating a powerful brand image.