Lotus unveils New London Flagship on Piccadilly

Words by
Jonathan Bell

7th November 2023

The new Lotus London flagship lets visitors get up close and personal with the latest models — and has the tech to realise their bespoke visions.

Shortly after Lotus unleashed the Eletre into the wilds of Norway to introduce it to the world’s media, the company unveiled another facet of its bold new approach. As part of its Vision 80 transition to a volume luxury car-maker, Lotus needed a prime spot in central London. Lotus London, which occupies a grand corner site at 73 Piccadilly, is that space.

Lotus Piccadilly Flagship - Solar Yellow Eletre R
The striking Lotus Eletre R in Solar Yellow

The company’s first flagship European brand centre, Lotus is betting big on this space becoming a destination for Londoners and well-heeled visitors alike. The launch party was attended by a host of A-listers, including actors Florence Pugh and John Boyega, and presenter Maya Jama, with specially composed music by Lil Silva, who also played a DJ set to make the most of the KEF-supplied sound system in the Eletre. With Dolby Atmos and 1,380 watts of power, the KEF Premium Audio system is one of the most sophisticated available in any car

Alongside an example of Lotus’s Eletre hyper-SUV — shown in range-topping R specification, resplendent in signature Solar Yellow bodywork — guests at the event were also granted a close encounter with the Evija electric hypercar. Finished in gloss black with gold trim, a livery that evokes the famous John Player Special F1 cars of the 1970s and 1980s, the dramatic curves and ducts of this extraordinary machine basked in the glow from the dramatic circular ceiling lights that define the space.

Lotus Piccadilly Flagship - showroom Entrance
Stepping into the world of Lotus London

As well as physical cars, the new store is also a place to experiment with specifications and explore Lotus’s burgeoning brand partnerships. A VIP lounge provides space to sit and contemplate all the curvaceous carbon fibre, while the extensive basement is given over to a suite containing a bespoke digital experience.

Here customers can use a sophisticated configurator to create the Lotus of their dreams, rendered in real time using the latest graphics technology. From individual stitches on the steering wheel to the reflections of a wide variety of environments on the bodywork, the system gives potential owners a photo-realistic vision of what they could create. 

Lotus Piccadilly Flagship - Evija and Eletre R
The Evija electric hypercar and the Eletre R, dramatically lit in the Piccadilly showroom

Lotus London is large enough to accommodate cars from the company’s rich racing and production car history, and plans are afoot to display classic models in a constantly rotating exhibition of 75 years of building cars at the cutting edge. Lotus will also be using the venue to launch new product, whether it’s the Eletre, the newly-released four-cylinder version of the Emira sports car, or the forthcoming Type 133 super saloon and Type 135 electric sports car — both still in development. You’ll also find Lotus merchandise, as well the new KEF LS60 Wireless Lotus Edition floor speakers, available in a rich racing green finish.

Lotus Piccadilly Flagship - Emira Model
The marque's Emira model

July also saw the debut of Lotus’s new stand at the Goodwood Festival of Speed. A dramatic black structure, it was another marker of the company’s push upmarket into the awareness of a wider audience.

“Our new store demonstrates our commitment to transform Lotus to a global luxury performance brand,” says Mike Johnstone, Group Lotus’s chief commercial officer. “Brand centres around the world will play a key role in building both the Lotus brand and long-lasting relationships with our consumers.” The Lotus experience is now at hand. 

“Customers can create the Lotus of their dreams, in real time”