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INFINITI brand refresh

INFINITI brings brand refresh for a new era

  • Elevates customer connection and supports thoughtful hospitality across all touch points
  • New retail design leverages inspiration from Japan for seamless and memorable experience
  • Refreshed visual identity brings dynamic brand dimension with evolved brand logo
  • New multi-sensory signature brings next-level customer connection through scent and sound

YOKOHAMA, Japan — INFINITI today announces a comprehensive brand refresh to enhance customer connection and deliver 'thoughtful hospitality' across all touch points.

Central to the update is a new global retail architecture design, in concert with an evolved brand logo and new multisensory signature.

The new look and feel draws inspiration from the brand's Japanese heritage and reflects INFINITI's long held belief, that personal and rewarding experiences are more important than the car alone.  

"The evolved look and feel uplifts INFINITI's signature total ownership experience and sets the scene for a bright new era for the brand" said Asako Hoshino, executive vice president, Nissan Motor Co., Ltd. "We believe true luxury is simple, personal, and memorable. These updates are targeted at delivering a deeper connection with our valued customers."

New Retail Architecture

INFINTI's new retail architecture, 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.

Drawing inspiration from Japanese design philosophies, the new architecture pays homage to the brand's rich heritage while providing a truly immersive experience for customers.

The overarching design embodies the Japanese concept of "Ma," a philosophy that considers the space between things. Unlike the Western construct of minimalism, Ma embraces empty space in an additive capacity — to ensure balance between all elements.

The exterior façade features a distinctive deep eave along the roofline that purposefully creates shadow and controls direct sunlight into the showroom. Inside, the showroom has been reimagined to enhance the feeling of spaciousness and support a seamless journey for the customer.

"We tasked our talented design team with creating a refreshed retail environment that reflects a new era for INFINITI," said Sam Xin, global divisional general manager, INFINITI Brand. "The result is a bright, welcoming space where customers can experience thoughtful hospitality when engaging and interacting with our brand"

Refreshed brand logo

Since INFINITI's inception in 1989, the brand's logo has drawn inspiration from the infinite road to the horizon, reflecting the forward-facing direction of a brand born to challenge convention, as well as the drivers with the same attitude.

The evolved logo unveiled today, the fourth iteration in the brand's history, places greater focus on the "infinite road" and horizon line, complimented by revised INFINITI wordmark spacing, that visually accentuates the horizon.

"Our aim was to subtly evolve the INFINITI logo in support of the bright new chapter that lays ahead" said Alfonso Albaisa, senior vice president of global Design. "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." 

A new three-dimensional INFINITI emblem will adorn production vehicles of the future - bringing added depth, while expressing dynamism, motion, and power. As the visual focal point on the front of future INFINITI vehicles, the logo boldly announces their arrival, with illumination that elevates the bright road to the horizon. 

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 today introduces a new multisensory signature, encompassing scent and sonic elements, to create 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. To deliver a subtle feeling of Japan – a source of inspiration for INFINITI - to guests around the world, the brand announced a new signature scent for use at brand events, as well as for optional diffusion within retail showrooms.

INFINITI's new signature scent is both invigorating and calming, reflecting opposites working in harmony to deliver something even more profound. The scent evokes a Japanese forest, with hints of Hinoki wood (Japanese cypress), sugi (Japanese cedar) and yuzu (Japanese citrus). The INFINITI signature scent is crafted by a master scent designer in Japan and is 100% sustainably sourced and natural. 

New signature sound leverages human voice and sounds from Japan

To capture the feeling of INFINITI through sound, the brand today released its own brand master track, titled "Moment of Tranquility", serving as the foundation for a new sound logo (sonic), as well as for use at future brand activations and in-car experiences. 

The sound logo creates a sense of anticipation by marrying powerful Japanese musical elements with more serene sounds to deliver a harmonious balance. A taiko drum, the embodiment of human performance and power, contrasts with a soft furin (Japanese wind chime), an instrument played only by the wind, to add a layer of tranquility and refinement. True to INFINITI's brand value of "Human", the sound is anchored around a female voice humming as a signal to all senses that something exciting is about to happen.

Experience the new look and feel from today

Visitors to INFINITI's digital channels can see the brand's evolved visual identity from today, and guests to selected retail locations within the U.S., Mexico and Middle East, can experience the new retail design from this month onwards.

Customers in Doha, Qatar, Monterrey, Mexico, Downtown Los Angeles and Georgetown, Texas will be amongst the first to experience the new INFINITI showroom layout and aesthetic.

Additional INFINITI sites within the America's and Middle East are scheduled to be refreshed later this year, with locations across the globe to be updated over time.

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About INFINITI
INFINITI Motor Company is headquartered in Yokohama, Japan with operations around the world including regional offices based in the Americas, China and INFINITI International Markets based in Dubai. The INFINITI brand of premium automobiles are assembled in manufacturing facilities in Japan, North America and China. INFINITI design studios are located in Atsugi-Shi near Yokohama, London, San Diego and Beijing.

More information about INFINITI can be found at http://www.infiniti.com.

You can also follow INFINITI on Facebook, Instagram, Twitter, LinkedIn and see all our latest videos on YouTube.

Contacts - INFINITI Global Communications

Cedric Ratinaud
General Manager, INFINITI Global Communication
Cedric.Ratinaud@infiniti.com

Stephen (Steve) Coughlan
Senior Manager, INFINITI Global Communications
stephen.coughlan@infiniti.com

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Inspired new retail environment elevates INFINITI's total ownership experience

A deeper look into INFINITI's new retail architecture

INFINTI's new retail architecture, led by the INFINITI global design team, based in Atsugi, Japan, blends a clean, minimalist exterior with an open, light-filled interior.

Drawing inspiration from Japanese design philosophies, the design pays homage to the brand's rich heritage while providing a truly immersive experience for customers.

The overarching design embodies the Japanese concept of "Ma," a philosophy that considers the space between things. Unlike the Western construct of minimalism, Ma embraces empty space in an additive capacity — to ensure balance between all elements.

The design also mirrors "engawa," a transitionary architectural element to create seamless transitions from outside to inside spaces to blur the boundaries in between. The exterior façade features a distinctive 'deep eave' along the roofline that purposefully creates shadow and controls direct sunlight into the showroom. Further, the expansive use of glass fosters harmony between the structures and their surroundings to elegantly integrate with the environment.

Inspired by modern Japanese architecture, the new design delivers an open, transparent ambience where the boundary between outside and inside is deliberately blurred.

The interior, the space where guests spend most of their time interacting with the brand, has been reimagined with the aim of evolving INFINITI's signature Total Ownership Experience delivering an even more seamless and memorable experience.

Interior spaces have individual purposes, and yet are not walled off from one other, creating a sense of spaciousness and movement for the customer.

New Retail Architecture: Inspired Details

For the new retail architecture, each detail, as well as the space in between is thoughtfully considered, adhering to the minimalist philosophy of Ma to create a refined and balanced environment including:

  • Extensive, while intentional, use of wood-look finishes throughout to deliver a warm modern ambience and sense of calm
  • Indirect lighting on the floor and ceiling at the perimeter of the building to draw inspiration from the brand's logo and create a 'vanishing point' when the building is viewed from afar
  • The INFINITI "Kimono fold" pattern, is applied as a motif on selected walls and surfaces as a subtle nod to one of the brand's signature textural details
  • Inspired by a Japanese "Noren" - a fabric divider typically hung between rooms, in doorways, or in windows - a large semi-translucent mesh screen positioned within the central showroom, displays content from a ceiling-mounted projector. The color and theme of the display evolves in alignment with the seasons, with nature-inspired content bringing a sense of warmth and interest. Viewed from outside, the screen acts as subtle backdrop to accentuate the INFINITI logo and create a welcoming environment for guests. 

A semi-translucent screen within the showroom projects nature-inspired content bringing a sense of warmth and interest

Examples of nature-inspired content on the semi-translucent screen

Alfonso Albaisa, senior vice president of global design explains "You won't find a lot of doors within the interior; instead, spaces are defined using lighting and wide vertical screens, ensuring a spacious, transparent ambience. At the same time, the distinction between exterior and interior is intentionally blurred for a truly harmonious experience."

The bright, minimalist showroom delivers a modern ambience and sense of calm.

INFINITI reaffirms commitment to physical retail spaces

A key to bringing to life INFINITI's signature Total Ownership Experience, the brand is committed to offering physical retail spaces that allow valued customers the opportunity to connect with the brand.

While virtual experiences have never been more important, for many customers, nothing compares to the tactile, for ultimate decision making.

The new INFINITI retail design has been created to be scalable and accommodate different site configurations and parameters regardless of whether the location is within a busy inner-city location, or a large, standalone flagship premise. Considerable thought was given to ensuring the scalable design supports the smooth renovation of existing sites. 

Refreshed sites opening from this month onwards

Guests to selected retail locations within the U.S., Mexico and Middle East can experience the new retail design from this month onwards.

Customers in Doha, Qatar; Monterrey, Mexico; Downtown Los Angeles, California; and Georgetown, Texas will be amongst the first to experience the new INFINITI showroom layout and aesthetic.

Additional INFINITI sites within the America's and Middle East are scheduled to be refreshed later this year, with locations across the globe to be updated gradually, from this time onwards.

# # #

About INFINITI
INFINITI Motor Company is headquartered in Yokohama, Japan with operations around the world including regional offices in the Americas, China and Dubai. The INFINITI brand of premium automobiles are assembled in manufacturing facilities in Japan, North America and China. INFINITI design studios are located in Atsugi-Shi near Yokohama, London, San Diego and Beijing.

More information about INFINITI can be found at http://www.infiniti.com.

You can also follow INFINITI on Facebook, Instagram, Twitter, LinkedIn and see all our latest videos on YouTube.

Contacts - INFINITI Global Communications

Cedric Ratinaud
General Manager, INFINITI Global Communication
Cedric.Ratinaud@infiniti.com

Stephen (Steve) Coughlan
Senior Manager, INFINITI Global Communications
stephen.coughlan@infiniti.com

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INFINITI introduces invigorating new multisensory signature

A deeper look into INFINITI's new signature scent and sound

Experiences are always more memorable and stimulating when more than one sense is engaged. To create another dimension of connection with customers, INFINITI today introduces a new multisensory signature including scent and sonic elements for a fully immersive brand experience.

Scents can transport people to memories of places visited, as well as those they can only imagine. To manifest a subtle feeling of Japan – a source of inspiration for INFINITI - to guests around the world, the brand announced a new signature scent for use at brand events, as well as for optional diffusion within retail showrooms.

INFINITI's new signature scent is both invigorating and calming, reflecting opposites working in harmony to deliver something even more profound. The scent evokes a Japanese forest, with hints of hinoki wood (Japanese cypress), sugi (Japanese cedar) and yuzu (Japanese citrus).

The INFINITI signature scent delivers a feeling of walking in a Japanese forest to deliver a warm and serene atmosphere at brand events.

Megumi Fukatsu, the Tokyo-based master scent designer commissioned by INFINITI to lead the development of aroma explains the goal to "transport people to a tranquil Japanese forest, deliver a touch of nature and bring a sense of calm."

Crafted in Japan, INFINITI's new signature scent is 100% natural. 

Delve deeper into INFINITI's new signature scent below:

INFINITI's moment of tranquility leverages human voice and sounds from Japan

The INFINITI signature sound is anchored around a human voice with Japanese musical elements

To capture the feeling of INFINITI through sound, the brand today released its own brand master track, titled "Moment of Tranquility," serving as the foundation for a new sound (or sonic) logo as well as for use at future brand activations and in-car experiences. 

The sound logo creates a sense of anticipation by marrying powerful Japanese musical elements with more serene sounds to deliver a harmonious balance.

A taiko drum, the embodiment of human performance and power, contrasts with a soft furin (Japanese wind chime), an instrument played only by the wind, to add a layer of tranquility and refinement.

True to INFINITI's brand value of "Human", the sound is anchored around a female voice humming as a signal to all senses that something exciting is about to happen.

The musical hook leverages inspiration from the Japanese spatial concept of "Ma", where the pause between the notes is as important as the notes themselves, providing a moment of anticipation. And, given INFINITI's focus on predicting customer needs and providing rewarding and memorable luxury experiences for owners, the sound logo echoes its values.

Delve deeper into INFINITI's new signature sound (sonic logo) below:

And go behind the scenes at the recording of INFINITI's "Moment of Tranquility" below:

# # #

About INFINITI
INFINITI Motor Company is headquartered in Yokohama, Japan with operations around the world including regional offices in the Americas, China and Dubai. The INFINITI brand of premium automobiles are assembled in manufacturing facilities in Japan, North America and China. INFINITI design studios are located in Atsugi-Shi near Yokohama, London, San Diego and Beijing.

More information about INFINITI can be found at http://www.infiniti.com.

You can also follow INFINITI on Facebook, Instagram, Twitter, LinkedIn and see all our latest videos on YouTube.

Contacts - INFINITI Global Communications

Cedric Ratinaud
General Manager, INFINITI Global Communication
Cedric.Ratinaud@infiniti.com

Stephen (Steve) Coughlan
Senior Manager, INFINITI Global Communications
stephen.coughlan@infiniti.com

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