Infiniti, the premium automotive brand, is opening two stores at Westfield London and Westfield Stratford City.
The new stores are designed as semi-permanent structures to showcase Infiniti cars and offer a range of vehicles for immediate test drives.
TMW Unlimited developed the creative concept and is managing the digital and social activation. Throughout 2015, people will be encouraged to upload their favourite Infiniti model with the event hashtag, #InfinitiPower. Ten winners will have their images showcased on the Infiniti website and its Facebook page. They will also receive signed Infiniti Red Bull Racing merchandise.
The new store experiences launch with a VIP event on Wednesday 28 January at Westfield London, featuring an appearance from Infiniti Red Bull Racing driver Daniel Ricciardo. Guests will have the opportunity to meet Daniel in person and quiz him on life in the world of Infiniti Red Bull Racing.
Infiniti designers will be on hand to demonstrate how an iconic Infiniti design emerges from a blank canvas, whilst the results of its design collaboration with renowned Italian leather specialist Poltrona Frau will also be on show.
Activity at the Launch events will be communicated via Infiniti’s social media channels, including Facebook, Twitter and Instagram.
The launch will be supported by the Westfield, Powered By Infiniti Exhibition between 28 January and 1 February. The exhibition showcases the scale of Infiniti’s motorsport vision, from its involvement with the British Touring Car Championship (BTCC) to the Infiniti Red Bull Racing car, on show in the Westfield London atrium.
The event will also provide hands-on experience of the Infiniti range. The latest addition, the New Infiniti Q70, will be available to test drive in UK for the first time, whilst the QX70 S Design will also make its UK debut.
Nha Thi Lieu, the event and exhibition senior manager EMEA at Infiniti, said: “The Infiniti stores enable us to get closer to our customer and be part of their lifestyle. To celebrate the launch, we created the Westfield, Powered by Infiniti exhibition to offer an interactive experience adapted to our guests. They can get personal with our iconic Infiniti design, our performance cars and our motorsport vision with BTCC and Infiniti Red Bull Racing. “
The walk-in stores will change their displayed model of choice on a regular basis, giving visitors a chance to get closer to the latest models and discover Infiniti’s distinctive approach to design and technology.
Each store will also have a separate special VIP waiting area for those who want to take test drives during their visit to the Westfield sites, located close to the valet parking area.
Initially, visitors will be able to experience the new Infiniti Q50 2.0 Turbo. Infiniti staff will explain the car’s advanced features and demonstrate its performance and handling abilities around a special on-road route close to each of the centres. No advance booking is necessary, customers can simply drop in at the store or the test drive area. However, advanced bookings can also be made by calling Infiniti at Westfield Stratford City on 0844 824 8609 or Westfield London 0844 824 8613.