Can Pirelli's Opulent LA Showroom Make Tires Sexy?
Wilson’s iridescent McLaren P1 is chilling at the curb, basking in a Beverly Hills sunset while the Angels pitcher jokes with passers-by. The deep-gloss carbon body of a Lamborghini Centanario fills the doorway, and a Pagani fills the window. Matt LeBlanc and Chris Harris, two-fifths of the rebooted Top Gear team, mill around near the carbon-wrapped bar, and then the Red Bull F1 roller, and then the giant photographic prints of nearly nude celebrities.
This is a tire shop. Tonight, there’s a bar tucked into one service bay and Fabio holding court just outside another, but make no mistake, this is a tire shop. It’s a flagship, and an experiment in what may be the hardest thing in the world: Finding a way to make selling tires sexy.