Infiniti has opened its first Brand Experience Centre in China – at Sanlitun, Chaoyang District, Beijing. The Infiniti Brand Experience Centre is the first of its kind in China, showcasing Infiniti’s design aesthetics and ‘innovative technologies all within a premium lifestyle space’. The Infiniti Brand Experience Centre serves as a platform for customers to enjoy an interactive experience of Infiniti’s brand as well as exploring product, technology and service innovations.

Dane Fisher, general manager of Global Business Transformation & Brand, Infiniti Motor Company Limited said: “This is our first Infiniti Brand Experience Centre globally and we are very excited that Chinese customers can get to experience it first. As a fully interactive experience, visitors can get up close with our brand understand our “Empower the Drive” brand statement.”

During the opening of the Infiniti Brand Experience Centre, Chinese fashion designer Zhang Chi took cues from Infiniti’s model lineup for his latest collection and interpreted Infiniti’s design aesthetics in a resolutely modern way. Visitors also had the opportunity to experience the QX30 which was recently launched at Auto Guangzhou 2016, as well as an onsite demonstration of the Infiniti Concept Vision Gran Turismo simulator which reflects the brand’s sports DNA.

At the Centre, a high definition LED screen showed visitors Infiniti’s technologies such as the world’s first Direct Adaptive Steering (DAS). Visitors also enjoyed various exhibits in a special gallery space with an outside shopping area where they could purchase Infiniti branded merchandise.

Also this week, the Q60 made its China debut at Auto Guangzhou and the QX30 took the stage at the Air & Style Beijing, an international snowboard contest from 18-19 November.