The First Lancia Lifestyle Lounge Opens in Berlin

Turin, February 4th, 2008 -- The Lancia Lifestyle Lounge, an innovative concept combining the features of a lounge bar with those of an auto showroom, opened in Friedrichstrasse, downtown Berlin, on February 1st, 2008. This is the first of the new Lancia showrooms intended to attract attention to the world and the products of this Italian marque in major European capitals and cities.

The official opening was attended by politicians and representatives of institutional authorities, as well as many entertainers including the famous German singer and actress Yvonne Catterfeld. For the 200 guests, the evening continued first with a fashion show – by the young fashion designers of the Best Sabel School of Berlin – and then with musical entertainment by Italo-German singer Nevio, who is very popular in Germany, with piano accompaniment. The night ended with electro pop and house music by CJ Stone, the most acclaimed DJ on the Berlin night scene.

The Lancia Lifestyle Lounge in Berlin is a milestone in the development plan of the marque which was launched two years ago with the aim of strengthening the Lancia image and sales network in anticipation of the launch at mid-year of the new Lancia Delta.

Arranged on two levels, the new premises in Berlin include car showroom space and sales offices, a merchandising area (named “The Lancia Boutique”) and a further facility (known as “Area Color Configurator”) where customers will be able to “personalize” their car in virtual mode.

All facilities, from sales areas to space for relaxation, have been carefully designed and individually outfitted with unsparing attention to detail. Fittingly, the image point, which covers more than 350 square meters, includes an extensive cafeteria named “Espressamente Illy” where visitors will also be able to sample a number of Italian gastronomic specialities.

Source: Lancia

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