Magical modesty.
Our Audio Branding for the Japanese luxury automotive brand INFINITI creates a sensual experience. About a sound that embraces Japanese traditions, radiating both power and serenity.
INFINITI embodies Japanese art, design and tradition in every detail. Japanese hospitality - omotenashi - is cultivated in their car dealerships, and the fabrics in the vehicles are inspired by traditional kimonos: "For us, creating a sound for INFINITI could only mean immersing ourselves deeply in Japanese culture, and on our journey we dug into Japanese heritage and found what we were looking for: Some elements could be perfectly translated into sound.
With the goal of creating a strong foundation for INFINITI's sound, we recorded the Japanese Nagado-Daiko – one of the largest drums in the world. Even played softly, the imposing power can be felt in every note.
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Outside the windows of many Japanese homes hangs a Furin – a wind chime that makes the gentle summer breeze audible. People love to listen to the delicate sound to get a feeling of coolness on oppressively hot summer days. In our sound created for INFINITI, the timbre of the Furin stands for serenity as a counterpart to the Taiko.
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Japanese singer Masako Eda sings with a soft voice and shows that emotional impact can come not only from volume but also from modesty. This is also reflected in our interpretation of the Ma concept. In Japanese art, Ma refers to the space between two things. Through pauses, we give the music this space. In the automotive industry, this modesty is probably unique.
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The INFINITI brand music is now composed of all the brand's characteristic audio elements: The Taiko drum works in fine interplay with the Furin wind chimes, joined by the vocals and the memorable melody - the harmony of strength and serenity becomes palpable.Inspired by the INFINITI logo, which shows the Road to Infinity, a soundscape carried by the orchestra is created that stretches as far as the horizon.
For manufacturers of luxury vehicles, the exhibition experience is crucial, because it influences potential customers holistically in their purchase decision. The soundscape, which we have carefully composed, is subtly kept in the background – in keeping with Japanese hospitality omotenashi. This way, the sound impresses at trade fairs, events and INFINITI car dealerships.
INFINITI's electric vehicles naturally require a driving sound that exudes power and serenity at the same time - in conceptual harmony with all the other sounds developed. The meticulous combination of all characteristic audio elements resulted in a unique AVAS (Acoustic Vehicle Alerting System) sound that embodies traditional values while sounding futuristic.
The American premium speaker brand Klipsch is the partner for the sound experience in the INFINITI vehicles. To showcase the impressive capabilities of these special hi-fi systems, we re-arranged the INFINITI Brand Music under the name Moment of Tranquility and recorded it with a 60-piece orchestra. The recording was then mixed in the car so that drivers feel as if they are sitting directly 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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