Performance Art | Inspired By Design
How do you commemorate 20 years of manufacturing and marketing a truly elite brand of performance luxury automobiles? At Infiniti Canada, you start by taking a work of automotive art and literally turning it into a work of art—a hand-painted G37 Coupe known as the Infiniti 20th Anniversary Art Project Vehicle.
“The idea was born out of our relationship with Cirque du Soleil,” says Wendy Durward, Director, Infiniti Canada. “For the past three years, Infiniti has been the exclusive automotive sponsor of Cirque du Soleil here in Canada. Last year, we began the celebration of our 20th anniversary, and Cirque was celebrating their 25th. It seemed natural that we undertake a collaborative effort. Create something to reflect the precision and artistry and focus on performance that is at the heart of our respective brands.”
Three artists were approached and asked to submit designs that would capture the essence of both Infiniti and Cirque du Soleil. The winner was Montreal artist, Heidi Taillefer. “Heidi’s sketch was beautifully detailed and emotionally moving,” says Durward. “It speaks to a marriage between automotive machinery and the human touch, which is ultimately what Infiniti is all about.”
Taillefer’s inspired design, titled “Ligozzi” after an Italian Renaissance painter, took over 300 hours to hand-paint onto the surface of an Infiniti G37 Coupe. It was a challenge that was equally amazing and demanding. “With Cirque du Soleil as an inspiration, there was a freedom to explore unique, juxtaposing influences,” she has said. “I think it’s a fitting tribute to the anniversary of both Infiniti and Cirque.”
At present, the Art Project Vehicle is on tour at various Cirque du Soleil shows across Canada as well as other special events. As a final act, the vehicle will be auctioned off with all proceeds going to charity. That’s just the start of what’s designed to be a very exciting and inspirational year for Infiniti in Canada.
Art in Motion
“In addition to the Anniversary Art Project Vehicle,” says Durward, “we’ve also initiated some special offers and events to celebrate this fantastic milestone, thank Canadians, and reward our loyal Infiniti customers. You can also expect some other surprises for the Canadian marketplace.”
Some of those surprises come in the form of all-new vehicles that signal an entirely new visual direction for the brand, starting with the third generation Infiniti M sedan. Inspired by the ‘Essence’ concept luxury super-coupe, the all-new M launches this March. “The redesign,” says Shiro Nakamura, Nissan’s Chief Creative Officer, “is a true reflection of where Infiniti is going—the sensual styling, the advanced technology, the minute attention to every detail.”
That new direction will be writ large later in the summer with the arrival of another all-new, third generation Infiniti—the QX56 luxury SUV.
The Art of Service
2010 is also the year Infiniti transforms the experience of buying, owning, and even servicing an Infiniti automobile, spearheaded by a new dealership environment, known as IREDI (Infiniti Retail Environmental Design Initiative), designed to reflect every facet of the Infiniti brand.
“Infiniti is a different type of luxury brand,” says Durward. “Our vehicles are crafted to inspire. So too, should everything else associated with the ownership experience—from how we communicate with our customers, to how they feel when they first step into an Infiniti dealership, to how they’re treated when they return for a service appointment.”
At present, most Infiniti stores are co-located with a Nissan dealership. With IREDI, Infiniti will move to predominantly stand-alone exclusive retail environments. The new dealerships are designed to be open and airy and imbued with an ambiance of modern luxury. Customers will enter the dealership through a large glass wall and be greeted in the lobby just as they would be upon entering a five-diamond restaurant or five-star hotel. From there, they move through a portal into a customer lounge and vehicle display area that bears more resemblance to an art gallery than a showroom.
“It is an atmosphere like no other automotive retail experience,” says Durward. “It’s spacious. Full of light. Warm and welcoming. Customers move freely around. And it allows the vehicles to be shown in an environment that creates a sense of wonder and anticipation.”
The Next Twenty
And what does the next 20 years hold for Infiniti? According to Durward, a lot of excitement and a lot more reasons for celebration. “You’ll see our vehicles take inspired performance to a dramatic new level,” she says, “with stunning designs and advanced technologies. And of course, spectacular new retail environments to give customers the ultimate ownership experience.” That’s something to celebrate.
Past Meets Future
A vehicle meant to be driven also needs a place for travel articles. For this, Infiniti turned to Louis Vuitton to craft a custom set of luggage to fit precisely into Essence’s trunk. “It’s very reminiscent of motoring in the thirties,” says Wendy Durward, Director, Nissan Canada, “but designed in a very contemporary and personalized manner.”
Like most concept vehicles, Essence is not slated for production. However, its new visual direction will clearly influence future Infiniti models. “Essence is a work of automotive art,” says Durward. “More importantly, it is a blueprint for the Infiniti brand. A reflection of what is to come.”
What’s to come will soon be in Infiniti dealerships across Canada, starting with the launch of the all-new, third generation M in March—clearly inspired by the Essence, including a potential hybrid model to follow. And, with more than 70 percent of the Infiniti lineup scheduled to be re-designed, re-engineered and reborn in the next two years, the Essence is destined to live on.