The strategy for this space was to create a distinctive gesture unique to the Infiniti brand that would cut through the visual noise of the Auto Show landscape. The solution looks very simple but it works diligently to organizes the space for product, meetings and press launches.The layout had the potential to accommodate 14 vehicles.  However the struggle would be to convince our Infiniti client to be 'selective' with the number of vehicles in the space. The initial feedback was to maximize the number of cars in the space.  But sometimes the client needs a gentle pushback.  In this case, we made the counterpoint that premium brands often have 'spare' product quantities on display.  It allows the product to appear special, rare...even vital.  When shown examples from Mercedes Benz and Audi, the client agreed to reduce vehicle numbers to 9 vehicles. (In the end they added one more back in).

The initial sketches show a 2 level environment. But program and budget saw us cut back to a single level stand. The expansive LED was breathtaking to experience in person. A close look at the right side of the space shows that this is a semi-transparent LED product...you could actually see through it and into the press lounge when content turned to black.