Magical modesty.
Our sonic branding for the Japanese luxury automotive brand INFINITI balances contrasts and creates a sensory experience. It features a sound that draws on Japanese traditions while radiating both power and serenity.
INFINITI embodies Japanese art, design, and tradition down to the smallest detail: its dealerships cultivate Japanese hospitality (omotenashi, お持て成し), and the fabrics in its vehicles are inspired by traditional kimonos. For us, creating a sound for INFINITI could therefore only mean immersing ourselves deeply in Japanese culture. On our strategic journey, we delved into Japanese heritage—and found what we were looking for: some elements could be perfectly translated into sound.
To create a particularly strong foundation for the INFINITI sound, we recorded the Japanese Nagado-Daiko—one of the largest drums in the world—in our studio. Even when played gently, the drum’s impressive power is palpable in every note.
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Outside the windows of many Japanese homes hangs a furin—a wind chime that brings the gentle summer breeze to life. People love to listen to its delicate sound, which helps them feel a sense of coolness on sweltering summer days. In our INFINITI Sound, the tone of the furin serves as a counterpart to the taiko, evoking a sense of serenity.
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Japanese singer Masako Eda sings with a gentle voice, demonstrating that emotional impact can be created not only through volume but also through subtlety. This is also reflected in our interpretation of the concept of ma (間). In Japanese art, ma refers to the space between two things. Through pauses, we give the music this space. In the automotive industry, this kind of unobtrusive restraint is likely unique.
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The INFINITI Brand Music is composed of all the brand’s signature audio elements: the taiko drum interacts seamlessly with the Furin wind chime, accompanied by vocals and a memorable melody—creating a palpable harmony of power and serenity. Inspired by the visual INFINITI logo, which depicts the Road to Infinity, an orchestral soundscape emerges that stretches toward the horizon.
For luxury vehicle manufacturers, the showroom experience is a pivotal moment, as it can holistically influence potential customers’ purchasing decisions. Our artfully and carefully composed ambient soundscape — in the spirit of Japanese hospitality, omotenashi (お持て成し) — remains discreetly in the background, making a lasting impression at trade shows, events, and INFINITI dealerships.
For INFINITI’s electric vehicles, we’ve developed a driving sound that exudes both power and composure—in conceptual harmony with the overall audio branding. Through the meticulous combination of all characteristic audio elements, we’ve created a unique AVAS (Acoustic Vehicle Alerting System) sound that embodies traditional values while sounding futuristic.
The premium American speaker brand Klipsch is the partner behind the audio experience in INFINITI vehicles. To showcase the impressive capabilities of these exceptional hi-fi systems, we rearranged the INFINITI Brand Music under the title “Moment of Tranquility” and recorded it with a 60-piece orchestra. The recording was then mixed in the car so that drivers feel as though they are sitting right in the orchestra pit.
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We are absolutely thrilled with the result. Together with why do birds, we have created a unique brand sound that grabs you emotionally and gives you goosebumps. It strengthens our brand, makes us recognizable and sets us apart from our competitors.
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