The Japanese automaker Nissan officially kicked off the life of its luxury division Infinity with its first sales in North America in late 1989; now, the division is revamping its entire visual identity – and wants to involve all senses in the process.
You might have heard that Nissan's former boss, the famous fugitive Carlos Ghosn, has sued the carmaker from his exile in Lebanon for no less than one billion dollars! You might have also heard that in North America, the Nismo fans have started saving up as much money as they can spare because the company just teased the bejesus out of the 2024 Z Nismo performance sports car with three-time Formula Drift champion Chris Forsberg behind the wheel and no camouflage in sight. But, on this occasion, we need to hold our ponies and enjoy the novel experience of sight, smell, and sound Infiniti brought us.
So, while the parent company is battling in a crusade and the namesake brand is preparing to diligently fight off the 2024 Toyota GR Supra 45th Anniversary, the luxury division is kicking off one of its biggest revamps ever – in terms of visual identity, at least. This refresh "marks a new era," of course, and aims to "elevate customer connection and support thoughtful hospitality across all touch points." They will achieve that with a new retail design for the dealerships, an evolved logo that can now be viewed and touched in 3D, plus an extravagant new "multisensory experience (that) brings next-level customer connection through scent and sound."
More precisely, the new retail architecture created by an Infiniti global design team based in Atsugi, Japan, draws inspiration from the country's philosophy with "a clean, minimalist exterior with an open, light-filled interior." Next up, the Infiniti logo, which has been inspired by the dream of an infinite road stretching into the horizon since 1989, has reached its fourth evolution. The new iteration also comes with redesigned wordmark spacing, and all future production vehicles will have a new 3D emblem "bringing added depth while expressing dynamism, motion, and power."
Last but not least, there is also a new multisensory experience that's designed to be as "invigorating" as possible. There is a fresh signature scent that is evocative of the woods. Alas, not just any forest will do – only those from Japan, crafted by a master scent designer in Japan and suggestive of hinoki wood (Japanese cypress), sugi (Japanese cedar), and yuzu (Japanese citrus). As for the sound experience, headed by the "Moment of Tranquility" master track – you guessed correctly – it is also inspired by and achieved through Japanese musical instruments like a taiko drum or a soft furin (the Japanese wind chime).
Starting this month, customers visiting select retail locations in Doha, Qatar; Monterrey, Mexico; downtown Los Angeles; and Georgetown, Texas, will experience the brand's evolved visual identity – more will be added across the Americas and the Middle East later this year, and the global expansion will follow soon.
Aurel has aimed high all his life (literally, at 16 he was flying gliders all by himself) so in 2006 he switched careers and got hired as a writer at his favorite magazine. Since then, his work has been published both by print and online outlets, most recently right here, on autoevolution. Full profile
Would you like AUTOEVOLUTION to send you notifications?
Google News