Infiniti | logo Close

INFINITI Brand Refresh

INFINITI refresh marks new era


  • 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

YOKOHAMA, Japan — 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.

new retail architecture at night

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.

new retail architecture corner view

new retail architecture side view

“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.

new INFINITI logo

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.” 

evolution of the INFINITI logo

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.

Japanese cypress, Japanese citrus, and  Japanese cedar

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.

taiko drum, a person's chin, and Japanese wind chimes

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.

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.

# # #

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.

More information about INFINITI can be found at http://www.infiniti.com.

You can also follow INFINITI on FacebookInstagramTwitterLinkedIn and see all our latest videos on YouTube.

Contacts - INFINITI Canada Communications

Didier Marsaud
Director, Corporate Communications
416-573-7231
Didier.marsaud@nissancanada.com

Douâa Jazouli
Manager, Product & Technology Communications
647-385-4652
Douaa.jazouli@nissancanada.com

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.

The design also mirrors “engawa,” a transitionary architectural element to create seamless transitions from outside to inside spaces to blur the boundaries in between. The exterior façade features a distinctive “deep eave” along the roofline that purposefully creates shadow and controls direct sunlight into the showroom. Further, the expansive use of glass fosters harmony between the structures and their surroundings to elegantly integrate with the environment.

INFINITI's new retail architecture at night

INFINITI's new retail architecture side view

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

A semi-translucent screen within the showroom projects nature-inspired content, bringing a sense of warmth and interest.

cranes flying, koi swimming, close-up of snow, and sunset behind cat tails

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.”

retail space interior signing room

retail space showroom with INFINITI car

wide angle retail space shot showing multiple signing rooms

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.

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 gradually, from this time onwards.

# # #

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.

More information about INFINITI can be found at http://www.infiniti.com.

You can also follow INFINITI on FacebookInstagramTwitterLinkedIn and see all our latest videos on YouTube.

Contacts - INFINITI Canada Communications

Didier Marsaud
Director, Corporate Communications
416-573-7231
Didier.marsaud@nissancanada.com

Douâa Jazouli
Manager, Product & Technology Communications
647-385-4652
Douaa.jazouli@nissancanada.com

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).

Japanese cypress, Japanese citrus, and  Japanese cedar

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.”

INFINITI’s signature sound balances power and tranquility for deeper customer connection

Delve deeper into INFINITI's new signature scent below:

INFINITI's moment of tranquility leverages human voice and sounds from Japan

taiko drum, a person's chin, and Japanese wind chimes

The INFINITI signature sound is anchored around a human voice with musical elements.

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 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:

And go behind the scenes at the recording of INFINITI's "Moment of Tranquility" below:

# # #

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.

More information about INFINITI can be found at http://www.infiniti.com.

You can also follow INFINITI on FacebookInstagramTwitterLinkedIn and see all our latest videos on YouTube.

Contacts - INFINITI Canada Communications

Didier Marsaud
Director, Corporate Communications
416-573-7231
Didier.marsaud@nissancanada.com

Douâa Jazouli
Manager, Product & Technology Communications
647-385-4652
Douaa.jazouli@nissancanada.com