To understand the thinking behind Intersect by Lexus–Tokyo, Wonderwall principal Masamichi Katayama suggests imagining a Niketown that doesn’t sell athletic wear. You pass through the glass doors, expecting running shoes and soccer jerseys. Instead, you find a café, a restaurant, and a gallery. Yet oddly, the more time you spend there, the more you discover yourself longing for the missing items—or, rather, for the active lifestyle imagined to go along with them. The brand has captured you.