Flagship Lotus Originals store opens in London

It seems Lotus is still intent on chasing down Ferrari, even without controversial former-boss Dany Bahar at the helm: the British brand has just opened a flagship Lotus Originals store in London.

Situated at number 52 Regent Street in Piccadilly – formerly the location of the Café Royal – the new Lotus shop is home to what’s described as a “diverse collection of luxury apparel, luggage, gifts, toys and limited edition collectables.”

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Aimed at the “fashion conscious and style orientated”, the opening has been timed to coincide with the London Olympics, and aims to take advantage of the current swell of patriotic feeling this and the Queen’s Diamond Jubilee have inspired.

While the press releases explicitly states it is “not purely a shrine for Lotus fans”, there will still be extensive references to Formula 1. Even though the store is dedicated to “non-car Lotus products.”

The new London Lotus Originals flagship joins two existing – and smaller – stores in Monaco and China, as well as an online shop.

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