INFINITI has recently announced an extensive brand refresh intended to improve customer relationships and offer "thoughtful hospitality" across all touch points. A new global retail architecture design serves as the main focus of this update which also includes a redesigned brand logo and a new multisensory identity. The new design and feel are inspired by the Japanese heritage of the company and represent the brand's philosophy that personalized and satisfying experiences matter more than just the car alone.
INFINITI's New Retail Architecture
The new INFINITI showroom layout, led by the INFINITI global design team, based in Atsugi, Japan, blends a clean, minimalist exterior with an open, light-filled interior. A key to bringing to life INFINITI’s signature Total Ownership Experience, the company is committed to offering physical retail spaces that allow valued customers the opportunity to connect and interact with the brand.
The new INFINITI showroom layout was created at Atsugi, Japan, and combines a minimalist exterior with a roomy, well-lit interior. One of the main pillars in enhancing INFINITI Total Ownership Experience, it enables devoted consumers to interact and connect with the brand.
Inspired by Japanese design principles, the new showroom architecture pays tribute to the brand's past while generating an immersive experience. It embraces the idea of "Ma," emphasizing the need for balance in the space between items. On the exterior, there is a distinctive roofline with a deep eave that purposefully creates shadow and controls direct sunlight into the showroom. The showroom's interior is spacious and provides a smooth shopping experience.
Refreshed INFINITI brand Logo
Since its inception in 1989, INFINITI's logo has been inspired by the endless road that extends into the horizon, expressing both the forward-looking mindset of the brand created to defy expectations and the drivers who share the same mindset.
The new logo features an INFINITI wordmark spacing, together with the brand's heritage, putting more emphasis on the "infinite road" and horizon line, by illuminating and visually emphasizing the horizon. Upcoming production vehicles from the brand will feature the new three-dimensional logo.
An invigorating new multisensory signature
Experiences are always more memorable and stimulating when more than one sense is engaged. In addition to a refreshed visual identity, INFINITI also introduced a new multisensory signature, encompassing scent and sonic elements, adding another dimension of connection with customers.
New signature scent evokes a Japanese forest
Scents can transport people to memories of places visited, as well as those they can only imagine. INFINITI's new signature scent with hints of Hinoki wood (Japanese cypress), Sugi (Japanese cedar), and Yuzu (Japanese citrus), evokes a Japanese forest. The scent produces a subtle and harmonious sensory experience at brand events and retail showrooms. The INFINITI signature scent is crafted by a master scent designer in Japan.
New signature sound leverages human voices and sounds from Japan
INFINITI introduced the brand master track "Moment of Tranquilly" as the basis for a new sound logo. Harmoniously balancing ferocious Japanese musical components with peaceful tones. The tune includes a taiko drum and a gentle furin (Japanese wind chime), signifying performance and serenity. The humming of a woman's voice creates suspense and appeals to all the senses.
Experience the INFINITI Brand Refresh
The updated visual identity of INFINITI is now visible on its digital platforms as well and the new retail design is available in a few chosen stores in the United States, Mexico, and the Middle East.
The new showroom's design and layout will be unveiled to clients for the first time in Doha (Qatar), Georgetown (Texas), Downtown Los Angeles, and Monterrey (Mexico). Later this year, additional INFINITI sites will be updated throughout America and the Middle East, and upgrades are also anticipated for other places across the world.
A word from the Infiniti Officials
Asako Hoshino, Executive Vice President of Nissan Motor Co. Ltd. said, “The evolved look and feel uplifts INFINITI’s signature total ownership experience and sets the scene for a bright new era for the brand. We believe true luxury is simple, personal, and memorable. These updates are targeted at delivering a deeper connection with our valued customers.”
Sam Xin, General Manager, Global Divisional, INFINITI said, “We tasked our talented design team with creating a refreshed retail environment that reflects a new era for INFINITI. The result is a bright, welcoming space where customers can experience thoughtful hospitality when engaging and interacting with our brand”
Alfonso Albaisa, Senior Vice President of Global Design said, “Our aim was to subtly evolve the INFINITI logo in support of the bright new chapter that lies ahead. Adding greater emphasis to the point where the infinite road intersects with the horizon, we are showcasing our steadfast commitment to always look forward to the future and to new horizons.”
