Lexus to open display store in downtown Easton

By - Last modified: July 25, 2014 at 9:32 AM

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When Easton native Peter Cooper saw an underutilized storefront space in Easton's downtown, he was determined to find a use for it.

And so he has.

Owner of Lexus Lehigh Valley in South Whitehall Township, Cooper will open Lexus of the Lehigh Valley Experience, a temporary display store in the first floor of the Alpha building in downtown Easton’s Centre Square, a space that has been vacant since mid-2013.

“Peter is a visionary,” said Nate Weiner, social media manager of Lexus Lehigh Valley. “He saw this as a great opportunity to get in front of a demographic and crowd that we don’t normally see in our dealership.”

Scheduled to open Aug. 1 and remain there through the winter holiday season, the 6,000-square-foot store will not sell anything, but will serve as a short-term display for Lexus vehicles. Product presenters will be hired to explain the features of each vehicle for those who stop in with inquiries.

“We are excited that Peter and Lexus have a good feeling about Downtown Easton,” Easton Mayor Sal Panto wrote in an email. “And we look forward to the opening.”

The store plans to display 14 vehicles. One promotion planned is “Lex Press Yourself,” which will allow children to color a white Lexus CT with a Crayola washable marker.

“We were thinking of what we could do to align ourselves and fit in with our neighbors, Crayola,” Weiner said.

The new store also plans to partner with local musicians and nonprofits to share the space with them for a co-branding experience.

“It’s a unique space, so why not do something together with it,” Wiener said.

The days and hours for the store are still in the works, Weiner said. One possibility is Monday through Saturday, 10 a.m. to 8 p.m.

Weiner said that after the holidays, a long-term tenant is expected to occupy the space, which is owned by developer Mark Mulligan, CEO of VM Development Group LLC in Easton. Mulligan could not be reached for comment.

“The temporary nature of the store makes it more exciting,” Weiner said. “They know they have to get there before it’s gone.”

Jennifer Glose

Jennifer Glose

Reporter Jennifer Glose covers health care, Berks County and other topics. She can be reached at jenniferg@lvb.com or 610-807-9619, ext. 111. Follow her on Twitter @jenniferg_LVB and read her blog, “Networking,” at http://www.lvb.com/section/networking-blog.

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