"The Essence is the Realization of Infiniti's Personality"
What is the attraction of an Infiniti? Which visions drive the designers? Which values does the brand stand for? Answers to this and other questions are provided by the concept car "Essence", a design masterpiece that perfectly embodies the company creed of "Inspired Performance". The following is an interview with Design Director Takashi Nakajima.
Nakajima-san, the Infiniti brand introduction in Europe is running at top speed. With the FX 50S and 37, EX37, G37 and G37 Coupe there are five equally interesting models to choose from. Why are you now following through with a high performance coupe?
Please remember, the Essence as a show car is just a concept car, not a pre-production model. Let me put it like this, the concept study primarily has a purely symbolic character, created to communicate the essence of what Infiniti aims to be on a global base. The design should embody our attitude, which we describe as "Dynamic Adeyaka" and also demonstrate the brand's unique values and visions. Last but not least, we wanted to indicate some cues for our future production and, by the way, set Infiniti as a cutting-edge alternative to the premium mainstream.
Could you please describe the design of the Essence and explain to us what makes it so unique?
This vehicle has strong emotions, possessing both a powerful and dynamic performance feel while expressing Infiniti's near-perfect potential and countenance with refined, graceful richness. The consistent core value here is "Power of Nature".
What do you mean with Power of Nature?
It's the fountain of our inspiration. Our performance feel has been captured as natural dynamism and it has been expressed through expressive movement of shape with energy rising from within. This movement of form can be said is the dynamism of a brush stroke found in Japanese calligraphy. A surface line that express gracefulness is mysterious and seductive. This is a value that materializes natural strength, grandeur and finesse through surface expression with sexiness and freshness, combined with sleek and powerful lines. One can say the vehicle is like a shadow when parked.
Even although the Essence is initially a concept car, are there are parallels to existing Infiniti models.
Of course. The Essence has all the design elements which our past models have established and at the same time shows the future Infiniti design direction to our customers. In that sense we can say that some future Infiniti models would succeed some design elements from the Essence.
A good point. Let's talk a bit more about design. Which striking details are there and how is the 'Power of Nature' thought or Japanese heritage manifested in them?
The Essence has a long hood and a short deck but it is in no means retro. On the contrary: the car expresses modern and progressive new sports luxury. Just take the side view: fluctuating volume on the body side, inspired by the natural wave undulation is its characteristic. Panel expression supported by the linear and convex surface of the upper and lower waist and sill gives a sculptured, crisp impression and a strong, luscious contrast. Or the front fender for example: The motif used in the section is the eloquence of a wave, while the side window graphics present a powerful icon to the side view. The finish applied gives the impression of a sculptured piece of art made by hand with a feel of innovation and attention to the finest details. In conjunction with the aluminium side intake moulding, it blends into the overall brush stroke theme, providing an accent to the overall vehicle.
The side intake motif looks very interesting. Where does it come from?
It comes from a 'Kanzashi', a decorative hairpin used by women when wearing the Kimono. The simple yet delicate line employed delivers a feel of subtle care for people, a Japanese culture and aesthetic value. Detailed artistic expression with richness warmth of the human hand and graciousness that goes far beyond mechanical precision. Just take a look on the hand-painted silver powder genuine wood, inspired by traditional Japanese 'Maki-e', which is gold relief lacquer ware. Not to forget the main seat back area, which uses a motif inspired by the matching of lapels of Japanese Kimonos, giving a distinctive accent to the seat.
Why is the direction of the lapels different on the driver and the passenger seat?
The reason is that this is a finish with so-called 'Iki', an everyday edge that adheres to the traditional rule of kimono wearing, in which lapels meet differently for men and women. This expression not only clearly differentiates Infiniti from competitors, but also creates a world of its own, while incorporating Japanese beauty.
It sounds as if the sports car aspect has almost been overlooked?
Not at all! The Essence moves the driver from a physical sensation to a spiritual experience while being in control. The driver needs intense concentration to dominate the machine. Like the design, the performance is designed to be sophisticated and unobtrusive - performance with a human touch. The performance is expressed through a hybrid V6 3.7l twin turbo high output version with 600 PS. The hybrid system is a logical extension of Infiniti parent group's groundbreaking green commitments. It combines power with efficiency, and high performance with zero-emissions running, by combining a petrol engine with an electric motor. These can work independently or together in usual "parallel" hybrid fashion. In addition to that, there is the exterior design expressing fluidity and speed through alluring and graceful forms...none of the accessories are visible at a glance.
Are there any other hidden 'secrets'? I have heard that you have collaborated with Louis Vuitton?
That's right. The trunk room of the Essence is more like an exclusive space for luggage, tailored accordingly to the owner's taste. This idea was inspired by the fact that in the early 20th century, trunks placed in the vehicle rear were made to order. Using this as a clue, we have given this idea a contemporary taste. A suitcase and a briefcase can be stowed for a sudden trip or even a journey lasting a few days. The fit of this luggage is perfect. Needless to say, these travel bags made exclusively for this vehicle is an essential tool to express the value of this car. The finished items are truly attractive, thanks to their appearance both when stored and as single pieces.
It looks as if the trunk compartment almost has too much volume?
Don't let it mislead you.. The concept behind the trunk is a kind of a groom service to store shirts, shoes and all that is needed for a modern active man i.e. Blackberry, computer, basic necessities and clothes.
How do you imagine a typical Essence customer?
He would be in his early forties with a high disposable income and has a strong desire for edginess, mystery and cleanness, together with an obvious sensibility to design and beauty.
But do other premium marques not also satisfy this requirement?
Maybe, but the design, especially the exterior, embeds a sense of mystery, the sense of being in the know rather than showing off any sign of wealth and success.
So driving Infiniti has a lot to do with understatement and with what you refer to as "peace of mind"?
Exactly! These consumers don't need to demonstrate to the others, they are already at the next step of achievement that leads to rewarding themselves first. Overall, what characterizes the owner of an Essence is his or her fearless self confidence which turns the driver into an intellectual hero rather than just a successful money maker.
If we speak about the typical Infiniti driver, what is his personality profile?
Explorer, dreamer, risk-taker, fast-acting, demanding, intuitive, rebellious, uncompromising, passionate. He's a survivor and stands for the new world age.
Nakajima-san, I would ask you to please complete the following sentences.
The Essence should...
...create the image of an active, creative and sensible life style.
Infiniti Essence is a...
...new way of mixing various ingredients e.g. trendy but indicating the next trend.
Imaging the vehicle, driven by a man, escorts an elegantly dressed woman to a party. The party is over and...
...in a flash of sudden inspiration, he decides to take her out on a 100 mile drive to enjoy breakfast by the sea while viewing a stunning sunrise.
The interior design is...
...supports this scenario. The best functionality works behind the scene and appears only when needed. We call this idea "hidden tech". All functional components has been eliminated for comfort with elegance.
The interior is asymmetrical in order to...
...enhance hospitality for the passenger.
The instrument panel is...
...minimalist and expresses the essence of what driving means.
Features such as navigation should...
...be intuitive and hidden, what means that all controls are at hand and information instantly available.
The exterior design is...
...sculptural but delicate with a strong presence.
The vehicle achieves the balance...
...of cutting edge performance expression while maintaining emotional attractiveness expression of an Infiniti sports car, which has been made to the last detail both as a driving machine and as a product.
The Essence is...
...a 2 seater with special functionality on the trunk.
It all sounds very hip and cool. Do you think the Essence could help Infiniti to conquer new markets?
We cannot touch upon this point at the moment, because we haven't yet decided to make the production model of the Essence or another model with a similar concept.
What did you as designer, as developer learn from developing the Essence?
This project was a very good opportunity to study thoroughly what the new luxury brand should be and what is the most appropriate design to express the brand.
Nakajima-san, if you only had one sentence to explain to our readers what's the mystery of the Essence, would you say?
That's very difficult to answer, but I think the best description is: Everything I want, nothing I don't.
Nakajima-san, thank you so much for the conversation.
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