The new Nissan exhibit space features an amphitheater-style stage and soaring architectural elements.
A massive high-definition LED display is integrated in to the
exhibit’s dual-turntable stage, and an interactive “Innovation Wall
powered by Xbox Kinect™ technology communicates the brand story with
visitors.
The show stand also presents
unique Nissan scents and sounds, venturing into a realm of sensory
marketing usually assigned to luxury hotels and retailers.
“You can just feel that you are
part of something and you want to experience more, and wherever you go
there is something that can interest you and connect to you. The use of
scent, same as sound, same as music – the total package – is what
creates your opinion about how you feel about something. So scent is an
important element,” said Roel De-Vries, vice president, Global
Marketing.
Nissan chose Detroit, the first
major industry event of the year, to unveil the stand, which will appear
at major auto shows throughout the world, including Geneva in March.
Nissan aims to evoke the same brand experience around the globe including its own brand scent.
“It is a scent of green tea, and
when you smell it, when you are around here, it gives you this calming
feeling, relaxed feeling, when you are in this space. But it has some
spice and has seen some interest, so it makes you feel slightly elevated
but in a relaxed and calm way,” said De-Vries.
Nissan’s new auto show property
was months in development, and designers from George P. Johnson and
Nissan designed a brand expression that will continue to evolve.
“We looked at the brand as a
whole, and kind of distilled it down to this spectrum of product, all
the way from sustainability with the LEAF to performance with the GT-R
and the Z. We thought of it as quite a broad brand and wanted to create
something for an embrace for that. We came up for this idea of an
amphitheater,” said Edmund Sorrell, senior designer at George P.
Johnson.
Elements of the new stand may
make their way into other consumer sites, such as dealer showrooms and
major Nissan office locations.
