Flashy multi-million-dollar car dealerships are here and now prestige brand Infiniti may just have upped the race for the most attractive showrooms.

The prestige brand has opened its first Brand Experience Centre in Beijing, showcasing the marque’s design aesthetics and its innovative technologies all within a premium lifestyle space. The Infiniti experience centre serves as a platform for customers to enjoy an interactive experience, exploring product, technology and service innovations.

Dane Fisher, General Manager of Global Business Transformation & Brand said: “This is our first 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, renowned Chinese fashion designer, Zhang Chi took cues from the model lineup for his latest collection and interpreted the car designs. Visitors also had the opportunity to experience the QX30, which was launched at Auto Guangzhou 2016, as well as an onsite demonstration of the Concept Vision Gran Turismo simulator, which, Infiniti says, reflects the brand’s sports DNA.

High definition LED screen intuitively shows visitors groundbreaking technologies such as the world’s first Direct Adaptive Steering (DAS). Visitors also enjoy various exhibits in a special gallery space with an outside shopping area where they could purchase branded merchandise.

Infiniti is headquartered in Hong Kong with sales operations in over 50 countries. In recent years, it’s gone to great lengths to grow against the likes of Lexus and premium European brands. Infiniti is in the middle of a major product offensive. The brand has been acclaimed for its design and innovative driver-assistance technologies.

Its vehicle range is manufactured at facilities in Japan, the United States, United Kingdom and China. Infiniti plans to expand manufacturing into Mexico by 2017.

It’s opened design studios in Atsugi-Shi near Yokohama, London, San Diego and Beijing.

From the 2016 season, Infiniti is a technical partner of the Renault Sport Formula One team, contributing its expertise in hybrid performance. Prior to that it had a successful partnership with the Red Bull team, led by four-time world champ, Sebastian Vettel.

keith [dot] morgan [at] drivewaybc [dot] ca

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