INFINITI recently announced a comprehensive ‘brand refresh’ to enhance customer connection and deliver ‘thoughtful hospitality’ across all touch points – including a new global retail architecture design with an evolved brand logo and a unique multi-sensory signature.
The new look and feel draw inspiration from the brand’s Japanese heritage and reflect INFINITI’s long-held belief that personal and rewarding experiences are more important than the car alone.
According to Asako Hoshino, executive vice president of Nissan Motor Co, Ltd, 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.
Nassim Mourani, General Manager Automotive Group at Saleh Al Hamad Al Mana Co, said that INFINITI’s brand refresh marks a pivotal moment to redefine luxury automotive experiences.
Inspired by Japan’s elegance and meticulous craftsmanship, the new retail design’s refreshed visual identity and groundbreaking multi-sensory signature seamlessly blend innovation and timeless beauty, with its captivating scents and harmonious soundscapes, taking customer connections to the next level.
We invite our valued customers in Qatar to embark on this extraordinary journey with us.
NEW RETAIL ARCHITECTURE
INFINITI’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 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 space in an additive capacity – to ensure a 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.
INFINITI Brand global divisional general manager Sam Xin said they tasked their 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 the 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 drivers with the same attitude.
The evolved logo unveiled recently, 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.
The aim, according to Alfonso Albaisa, senior vice president of global design, 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, Albaisa said they are showcasing their steadfast commitment to always look forward to the future and 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.
MULTI-SENSORY SIGNATURE
Experiences are always more memorable and stimulating when more than one sense is engaged. In addition to a refreshed visual identity, INFINITI introduces a new multi-sensory signature, encompassing scent and sonic elements, to create another dimension of connection with customers.
A new signature scent
Scents can transport people to memories of places visited, as well as those they can only imagine. To deliver a subtle feeling of Japan to guests worldwide, the brand announced a new signature scent for use at brand events and optional diffusion within retail showrooms.
The 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). A master scent designer in Japan crafts the INFINITI signature scent which is 100% sustainably sourced and organic.
A new signature sound
To capture the feeling of INFINITI through sound, the brand also released its 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), to add a layer of tranquillity and refinement. True to INFINITI’s brand value of humans, the sound is anchored around a female voice humming as a signal to all senses that something exciting is about to happen.
A new look and feel
Visitors to INFINITI’s digital channels can now see the brand’s evolved visual identity, and guests to selected retail locations within the Middle East can now experience the new retail design from this month. Additional INFINITI sites are also scheduled to be refreshed later this year, with locations across the globe to be updated over time.
Customers in Doha will be amongst the first to experience the new INFINITI showroom layout and aesthetic.
Saleh Al Hamad Al Mana Co, the authorised distributor of INFINITI in Qatar, welcomes you to experience the new INFINITI retail design and visual identity at The Pearl Showroom.
To visit the showroom and for more information, call 800 0505.
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