LOTUS has taken the wraps off its latest creation, but it’s not a car. The sportscar manufacturer has unveiled its new corporate identity in the form of a retail outlet.

The first Lotus showroom in the world to feature the brand’s striking new retail identity is fully operational and open for business in the Kingdom of Bahrain.

The showroom is in the exclusive Moda Mall shopping complex in Manama, the capital city of Bahrain. It uses a design language and philosophy aimed at Lotus retail environments around the world.

Lotus said the showroom draws on its design and engineering prowess and “captures the energy of the brand as it transforms from a UK sportscar company to a genuine performance car player on the world stage”.

Moda Mall is the most premium shopping destination in the country and is located inside the Bahrain World Trade Center; an award-winning 50-storey twin-tower skyscraper and the most iconic building in Manama.

The Lotus showroom is located near the main entrance in a high-visibility and high-footfall location, close to valet parking and grouped with stores of other premium and luxury brands.

Lotus said it was the perfect position for the band that is returning to the Middle Eastern kingdom after more than a decade away.

The showroom will feature a Lotus Evora GT until the arrival of the Emira. Also available will be the Lotus Exige Final Edition, which features an enhanced specification over the standard Exige. Production of this car – that Lotus describes as a “race car for the road” ends later this year.

The Bahrain showroom development demonstrates how the retail concept is designed to work in with spaces that are available within buildings around the world.

Lotus said the showroom’s role was to support the staff and to provide “a contemporary stage for this pivotal moment as the Lotus product range begins to expand with all-new models”.

Lotus executive director of sales and aftersales Geoff Dowding said: “Our new identity has been designed to adapt to the different markets that Lotus sells in around the world today – and will sell in tomorrow – and to reflect the cultural nuances and different consumer preferences in those markets.

“The inherent flexibility of what we have created will be perfect for all environments, whether they’re solo or multi-franchise, urban or out-of-town, high street or shopping mall, single or multi-storey, pop-up, seasonal or permanent.”

Lotus Bahrain is operated by Adamas Bahrain Motors Company, part of an automotive retail business with experience in selling performance, premium and luxury cars across the Middle East and Asia.

Lotus is part of Geely Automotive which has a 51 per cent controlling stake, with 49 per cent owned by Malaysian conglomerate Etika Automotive.

The car-maker builds the Evora, Elise and Exige ranges and will start production this year of its all-electric Evija hypercar.

By Neil Dowling