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).
Caption: 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% sustainably sourced and natural.
Delve deeper into INFINITI's new signature scent HERE
NFINITI's moment of tranquility leverages human voice and sounds from Japan
Caption: 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) HERE
And go behind the scenes at the recording of INFINITI's "Moment of Tranquility" HERE
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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.
For more information on INFINITI's new multisensory signature, please visit https://www.infiniti-me.com/.
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Contacts - INFINITI Communications
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