A New Dawn

Infiniti

For the October 2023 INFINITI reveal, we crafted a multi-sensory experience event to showcase INFINITI’s core brand principles, inspirations, as well as their new vehicle and logo. The set guided visitors on a transformative expedition, where every step revealed a deeper understanding of INFINITI’s vision and purpose. The first step of the journey was designed as an engawa, a transition from the outside to the inside. It hosted a scent, sonic, and a logo reveal experience. The final arena showcased custom-made performances, speeches from key speakers, and a light play unveiling the INFINITI EV car. Finger food cocktails for journalists were featured in collaboration with a gastronomic chef. The entire event was conceived according to the principle of Omotenashi, a sense of thoughtful hospitality characteristic of Japan.