Luxury of Japan: Infiniti at 2010 Los Angeles Auto Show
With its sleek lines and sophisticated black and white design, Luxury of Japan: Infiniti at LAAS 2010 was a glimmering star of the auto show circuit.
Built by GPJ to provide Infiniti with a distinctive “brand lens,” the exhibit showcased the entire range of Infiniti models.
To lure attendees with a hint of mystery, GPJ created a circular stage wrapped in curved architectural walls. This brand-immersion pavilion held Infiniti’s Essence concept car – a silver car that could be seen in glimpses from the show floor.
Outside the pavilion, Infiniti greeters stood at a luxury hotel-inspired desk to answer any questions. A Shodo artist – featured in all of the Infiniti ads – was also onsite, creating Shodo icons for visitors to take with them.
Several iPad stations throughout the exhibit gave attendees the ability to learn about the Infiniti Brand and what the “Way of Infiniti” means. If they had specific interests, Product Specialists, also equipped with iPads, could walk them through features by pulling up video and dynamic visual content.
This alternative approach to the sensory overload of most auto show brand marketing generated measurable results for Infiniti. Beyond producing handraisers and sales leads, Luxury of Japan: Infiniti at LAAS 2010 generated a noticeable increase in media attendance and a registered sales lift in the region, both during and after the event.
