In a nutshell
Modernist, sleek showroom, with great use of streetside glass to showcase the cars. A combination of whole cars (to sit in and experience) and cutaways and technology focus points to celebrate engineering.
In their words
"We aim to create sustainable mobility without compromise in cars that are intuitive, liberating, and designed for all the ways people get around. At Lucid, we place an exceptionally high priority on efficiency — our cars must make the best possible use of the world’s resources."
Brand Background
Lucid Motors is a California-based luxury electric vehicle manufacturer that positions itself at the high end of the EV market, competing directly with brands like Tesla, Mercedes-Benz, and BMW. The company focuses on combining cutting-edge technology, exceptional range, and sophisticated design to create premium electric vehicles.
Visit Field notes
Part of a car focus in the Meatpacking, Lucid sits amidst retail and brand flagships. The 1970s-futurist colour scheme of the building, and the Lego cutaway style of displaying transmissions and car components betokens a brand that's showing and sharing its vision of an electric-first, range-prioritising, thoroughly engineered approach to modern mobility.
They note that "Due to NY law which does not permit new electrical vehicle manufacturers to sell directly to consumers, the NY Studio is not open for sales but rather for consumers to learn about the brand and vehicles", hence the focus on education, experience and "online configuration".
Checkout
The materials finish and design offer the sleek, boatbuilder-meets-luxury look, where technical cut-aways and glass meet with darker, tactile finishes. It sits above the bare-metal chic of nearby Tesla, and outdoor vibe of Rivian and allies most closely with the House of Genesis.
Consciously placed amidst the luxury stores of the area, the store is aimed squarely at situating the brand in a luxury, refined echelon.
Other Reading
Launch announcement - https://lucidmotors.com/stories/now-open-our-new-lucid-studio-in-manhattan
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