Last month, INFINITI announced a refresh to their branding – enhancing customer connection and delivering a new hospitality experience across all touch points. This new look draws inspiration from the brand’s heritage and well-known belief that personal experiences are worth more than the vehicle. With this new refresh comes a new retail design, visual identity, and multisensory experience that brings next-level customer connection.
"The evolved look and feel uplifts INFINITI's signature Total Ownership Experience and sets the scene for a bright new era," 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."
The new INFINITI retail architecture blends a clean, minimalist exterior with an open, light-filled interior. These retail spaces will allow valued customers the opportunity to connect and interact, bringing life to INFINITI’s signature Total Ownership Experience. The architecture pulls from Japanese design philosophies, providing a truly immersive experience by embodying the concept of “Ma,” which considers the space between things. This embraces empty space in an additive capacity, giving balance between every element.
New branding, including an updated logo, helps to place greater emphasis on the “infinite road” and horizon line. This new three-dimensional INFINITI emblem will adorn future production vehicles, with illumination that elevated the bright road to 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."
In addition to visual elements, INFINITI has created a new multisensory experience that includes scent and sonic elements. With scent having the ability to transport the mind to a memory or a place, guests will now experience a new signature scent that delivers a subtle feeling of inspiration. This new scent is invigorating, calming and evokes a forest with hints of hinoki wood (Japanese cypress), sugi (Japanese cedar) and yuzu (Japanese citrus). The new brand master track "Moment of Tranquility" serves as the building block for a new sound (or sonic) logo, as well as for use at future consumer activations and other promotional materials. The signature sound acts as an aural connection, giving consumers another way to recognize, remember and interact with INFINITI.
Visitors to INFINITI's digital channels can see the brand's evolved visual identity now, and guests to select retail locations within the U.S., Mexico and Middle East can experience the new retail design from this month onwards.
