. Infiniti Announces New Retail Environment Design
Initiative
First New Dealership
Design in 15 Years Supports Global Launch of Infiniti Brand
DETROIT - Infiniti, the
luxury division of Nissan Motor Co., Ltd., today announced a new,
comprehensive Infiniti Retail Environment Design Initiative (IREDI) that
establishes a unique, new exterior/interior look and signage for Infiniti
dealers in the United States and other global markets.
The new design concept
features forms that are energetic and modern with an accent on natural
materials and open lighting. The physical layout leads from lobby to sales
lounge to product gallery, providing a dramatic reveal of the Infiniti
vehicles. Also included are new sales consulting, vehicle delivery and
service lounge designs.
The program can be adapted to
new, ground up construction or existing Infiniti dealerships (with several
levels of retrofitting offered). The first new-construction and remodeled
dealerships are scheduled to be completed in the spring and summer of
2006.
The IREDI program was
announced today by Mark Igo, vice president and general manager, Infiniti,
at a meeting of the Automotive Press Association at the Detroit Athletic
Club. It is the first totally new retail environment redesign since
Infiniti was launched in November 1989.
"The new IREDI program
creates a highly distinctive, original Infiniti branded retail environment
that can be applied to both new and existing Infiniti stores," said
Igo. "The new look and feel aligns perfectly with Infiniti's brand
identity, which encompasses our dynamic vehicle lineup, our Infiniti Total
Ownership Experience customer care philosophy and our dealers' business
requirements."
IREDI Design Details
A key aspect of the IREDI
program is its "flexibility within a framework," which takes
into consideration the various situations faced by Infiniti retailers
regarding geographical differences, business practices, local government
and now international governments and cultures. Dealers are able to choose
from a variety of materials, furnishings and artwork yet still have a
consistent brand image and execution at the retail level.
"Luxury today is about
customization rather than rigid standardization said Igo. "The IREDI
program puts a great new iconic 'face' on our retail outlets while
remaining adaptable to individual dealer needs."
The new designs feature use
of airy, open spaces and the prominent use of glass and natural materials,
including a choice of travertine, wood, slate and stacked stones. Also
utilized are soft, curved shapes- applied to everything from ceilings and
staircases to furniture and fixtures.
"The subtle yet
voluptuous forms, variably transparent building enclosures and accents of
natural materials create a distinctive Infiniti image - exciting,
contemporary and seeming to glow from within," said Igo.
