Infiniti‘s new design studio in Beijing has officially opened its doors for business. Following the September opening of the Infiniti Design Studio in London, Infiniti Design Beijing, located in Chaoyang district, is the second exclusively dedicated facility in Infiniti’s global network of design studios.
“China has quickly grown to become the second largest market in the world for Infiniti, so it is essential for us Designers to be even closer to the heart of the market and its pulsating culture,” said Shiro Nakamura, Chief Creative Officer of Infiniti and Senior Vice President of Nissan Motor Corporation. “We expect to draw many inspirations from Chinese customers’ deep understanding of premium brands and lifestyles, and this will strengthen Infiniti designs even more.”
The first fruit of the new design organization is the Infiniti Concept Vision Gran Turismo that will have its virtual covers lifted off in just a few days. It is a vision of what a future high performance Infiniti could look like and was developed for Gran Turismo®, the legendary racing video game made by Polyphony Digital Inc., for the Sony PlayStation®.
The Infiniti Concept Vision Gran Turismo is a project that started as an ambitious internal global competition to “design a pure Infiniti GT car”. The winning design was born in the Infiniti Design studio in Beijing.
“The fact that our new Beijing studio won the internal competition for the Infiniti Concept Vision Gran Turismo demonstrates their forward thinking and their strong capabilities in terms of advanced design,” said Alfonso Albaisa, Executive Design Director for Infiniti. “This is a great first step in applying Chinese design trends to our brand and bodes very well for future production model designs.”
China is expected to become the largest market for Infiniti in the foreseeable future and the opening of a dedicated studio in Beijing ensures the Chinese take on premium automotive design will be embedded into future Infiniti product.