Infiniti Announces New Retail Environment Design Initiative
First New Dealership Design in 15 Years Supports Global Launch of Infiniti Brand
Infiniti, the luxury division of Nissan Motor Co., Ltd., 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.
Lippincott & Mercer, a brand identity and design firm based in New
York City, was chosen as the design partner following an international
design competition. The company also developed the Nissan Retail Environment Design Initiative (NREDI) that began in 2001.
The IREDI program also includes a new signage initiative, including an Infiniti brand pylon and monument, dealer name letters and brand symbol on the building and exterior directional signs.
“The goals of the IREDI program include improved dealer sales, improved retail capacity, enhanced application of the Infiniti Total Ownership Experience philosophy and improved customer loyalty,” said Igo. “IREDI also provides consumers with a consistent, easily identifiable brand image at the retail level and increases customer expectations of Infiniti products and services.”
The IREDI program supports the recent announcement that the Infiniti brand will be launched in South Korea, China and Russia within the next three years. In addition to the United States and Canada, Infiniti vehicles are currently sold in Taiwan and the Middle East.
