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 logo
New multisensory experience brings next-level customer connection through scent and sound
NASHVILLE, Tenn. – Enhancing customer connection and delivering thoughtful hospitality across all touch points underpins INFINITI's comprehensive refresh.
Central to the update is a new global retail architecture design, along with an evolved logo and new multisensory experience.
The new look and feel draws inspiration from the brand's 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," 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
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. The company is offering physical retail spaces that allow valued customers the opportunity to connect and interact – a key to bringing to life INFINITI's signature Total Ownership Experience.
Drawing inspiration from Japanese design philosophies, the new architecture pays homage to INFINITI'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 INFINITI logo
Since INFINITI's inception in 1989, its 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 – the fourth iteration in INFINITI's history – places greater focus on the "infinite road" and horizon line, complemented 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 experience
Experiences are always more memorable and stimulating when more than one sense is engaged. In addition to a refreshed visual identity, INFINITI's new multisensory experience – encompassing scent and sonic elements – creates another dimension of connection with customers.
New signature scent evokes a forest
Scents can transport people to memories of places visited, as well as those they can only imagine. INFINITI's new signature scent delivers a subtle feeling of inspiration to guests around the world, and will be used 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 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.
New signature sound leverages human voice and sounds from Japan
To capture the feeling of INFINITI through sound, the brand master track "Moment of Tranquility" serves as the foundation for a new sound (or sonic) logo, as well as for use at future consumer activations, in commercials and other promotional materials, within company videos, and as optional hold music at retailers. The signature sound acts as an aural connection, giving consumers another way to recognize, remember and interact with INFINITI.
The sound logo creates a sense of anticipation by marrying powerful 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 value of "Human," the sound is anchored around a voice humming as a signal to all senses that something exciting is about to happen.
Experience the new look and feel
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.
Customers in Doha, Qatar; Monterrey, Mexico; downtown Los Angeles; and Georgetown, Texas, will be among the first to experience the new INFINITI showroom layout and aesthetic.
Additional INFINITI sites within the Americas 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 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.
Inspired new retail environment elevates INFINITI's Total Ownership Experience
A deeper look into INFINITI's 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.
Drawing inspiration from Japanese design philosophies, the design pays homage to INFINITI'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.
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 but 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, intentional use of wood-toned 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 INFINITI logo and create a "vanishing point" when the building is viewed from afar The "Kimono fold" pattern applied as a motif on selected walls and surfaces as a subtle nod to one of INFINITI's signature textural details
A large semi-translucent mesh screen positioned within the central showroom displaying content from a ceiling-mounted projector, inspired by a Japanese "Noren", a fabric divider typically hung between rooms, in doorways or in windows. The color and theme of the display evolves 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
INFINITI is committed to offering physical retail spaces that allow valued customers the opportunity to connect with the brand – a key to bringing to life the signature Total Ownership Experience.
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 is scalable and accommodates different site configurations and parameters regardless of whether the location is within a busy city or a large, standalone flagship. Considerable thought was given to ensuring the scalable design supports the smooth renovation of existing sites.
Refreshed sites opening this month
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 among the first to experience the new INFINITI showroom layout and aesthetic.
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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.
A deeper look into INFINITI's evolved logo and new "Dynamic Horizon" backdrop
Since INFINITI's inception in 1989, its 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.
Subtle evolution
The evolved logo – the fourth iteration in the brand's history – places greater focus on the "infinite road" and horizon line, complemented by revised INFINITI wordmark spacing that visually accentuates the horizon.
INFINITI's logo evolution from 1989 (left) to 2023 (right)
A new Dynamic Horizon
A new "Dynamic Horizon" graphic, which captures the moment dawn breaks, will now serve as a backdrop to the logo when displayed on various channels. It leverages two core colors: "INFINITI Blue," inspired by the midnight summer sky, and "INFINITI Gold," reflecting the warm early light as the sun rises. The color scheme combines with a delicate shift in gradients to evoke a sense of natural beauty.
The evolved logo set against the Dynamic Horizon captures the promise of a new dawn.
A more expressive emblem for vehicles of the future
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, the logo boldly announces their arrival, with illumination that elevates the bright road to the horizon.
INFINITI vehicles of the future will feature an illuminated three-dimensional emblem.
Alfonso Albaisa, senior vice president of global design, reflects on his first impression of the INFINITI logo and how its enduring symbolism inspired his team when crafting a new, three-dimensional form.
He clearly recalls the INFINITI logo on a clay model of the 1989 Q45 sedan: "I was struck by its simplicity and the comprehensive message depicted by its graphic design. It's rare for a logo to capture an abstract and poetic concept like an infinite road."
The idea of reimagining INFINITI's logo in a more literal, yet artful way to mark INFINITI's new era, ignited a creative spark in Albaisa and his team.
"While most illuminated logos are relatively flat, our designers wanted to reflect the journey toward tomorrow. We created a truly vanishing road by bending the form and lighting inward to deepen the sense of the infinite, in our infinite road," he said.
With added depth and illumination, INFINITI's new three-dimensional emblem brings a more expressive personality to the front of future INFINITI production vehicles.
See VI explainer video
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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.
INFINITI introduces invigorating new multisensory experience
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's new multisensory experience is fully immersive, with both scent and sonic elements.
Scents can transport people to memories of places visited, as well as those they can only imagine. To manifest a subtle feeling of inspiration to guests around the world, INFINITI's new signature scent will be used at brand events, and 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 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 forest to deliver a warm and peaceful atmosphere at brand events.
Megumi Fukatsu, the Tokyo-based master scent designer commissioned by INFINITI to lead the aroma development, explains the goal is to "transport people to a tranquil Japanese forest, deliver a touch of nature and bring a sense of calm."
Delve deeper into INFINITI's new signature scent:
INFINITI's signature sound balances power and tranquility for deeper customer connection
The INFINITI signature sound is anchored around a human voice with musical elements.
o capture the feeling of INFINITI through sound, the brand master track "Moment of Tranquility" serves as the foundation for a new sound (or sonic) logo, as well as for use at future consumer activations, in commercials and other promotional materials, within company videos, and as optional hold music at retailers.
The sound logo creates a sense of anticipation by marrying powerful 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 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 delivering rewarding and memorable luxury experiences for owners, the sound logo echoes its values.
The signature sound acts as an aural connection, giving consumers another way to recognize, remember and interact with INFINITI.
Delve deeper into INFINITI's new signature sound (sonic logo) below:
Go behind the scenes at the recording of INFINITI's "Moment of Tranquility" below:
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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.
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