in collaboration with hearst publishing and chiat/day we were asked to re-define people's perception of the infiniti car brand.
our take was that cars do not simply live by themselves, driving at break neck pace in the desert as they are often depicted in commercials. they are driven, inhabited by people, sometimes animals, filled with life. they even fit within a context, near a home, in a neighborhood...
it is that dialogue that we wanted to spark. and so we did. building a neighborhood under a tent at the world-famous pebble beach concours d'elegance
in in pebble beach, california. designing and building a home, fully functional, with a driveway and garden, ready for a party was no easy task in just a few weeks. but we delivered an experience like no other that day. which you can see from these pictures.
welcome one and all to infiniti's house of inspiration!
what is it about life these days that conspires to hurry us along?
technology, a smaller world and the need to keep up are all accomplices when it comes to making us feel the need for speed. but does that necessarily mean that the quality of the experiences we so crave should be ignored or even take a back seat? in our small design niche, we all work to indeed make the world around us more digestible, each in our own way, but we must not forget to mind the details, never underestimating our customers' finely-tuned understanding of our intentions. the curves on a car door, a stitch on a garment, a simple wall color, all are choices that have been considered, in order to make a difference in how the car is driven, the shirt is worn and the bedroom slept in. these choices are all part of what i like to call the considered life; a place and time in which no decision is left to fate.
and what is inspiration other than a considered moment, being able to look around as well as being able to look inward and find a relationship between the two, so that an finally idea pops out, seemingly out of nowhere. It is, many believe, simply chemistry, inspiration is. but if you live a considered life, you know that it is more than chemistry, it is something that you can willfully, and hopefully do, create. inspiration is not something that happens to you, inspiration is something that you create. the essence of the considered life is action, it is the power of me, of my ability not to rely on external factors, but to take my life into my own hands and make things happen. inspiration is no less a product of that self-propelling ability than the will and desire to cook a nice steak.
of course, inspiration can be imagined to come from a nether place, a place that is not within. and sometimes, for that inspiration to come through, we need translators and interpreters. and we choose architecture or design, music or art, love or plumbing to bring into reality what some might call divine, others nature, others still simply calling it hard work but what is difficult to doubt is that inspiration is within us, and we need help accessing it. infiniti's house of inspiration is but one expression of that considered life, i beg of you to reach deep within and find yours.
press: dwell magazinefinancial content