Infiniti comes to Rome

Infiniti has now arrived in the beautiful Italian capital of Rome. The ‘Infiniti Centre Roma’ is the 15th store to be opened by Infiniti Europe since its launch across the continent began last October. Others already open include Paris, Madrid, Barcelona, Valencia, Milan, Athens, Antwerp, Sofia, Warsaw and Rotterdam.

In Italy, Infiniti Europe has partnered with the Fassina SpA, a leader in luxury car distribution which shares Infiniti’s commitment to the highest level of customer service. Fassina SpA is managing all the seven Centres that Infiniti will open across Italy before 2010, including this latest facility in Rome which at 1750 square metres is one of Infiniti’s largest in Europe.

Following the IREDI concept (Infiniti Retail Environment Design Initiative), the ‘Infiniti Centre Roma’ will create a welcoming and hospitable environment for buying and servicing vehicles, and in a fashionable, convenient metropolitan location.

The architecture
Its architecture is energetic and modern, with an accent on natural materials and designer glazing and furnishings, where Japanese luxury meets its renowned reputation for premium service. As with all European Infiniti Centres, it is modelled on a Lobby, Lounge, Gallery concept, more akin to a luxury boutique hotel than a traditional car showroom, with space firstly and most importantly for the client as well as for each model in the range – the G37 Sedan, G37 Coupé, EX37 coupé crossover and the FX range of SUV/coupé crossovers.

Contemporary, elegant furnishings encased in natural wood with state-of-the-art, high-definition information screen technologies that have been specially designed and manufactured in Europe for Infiniti, accompanied by premium sofas and lounge chairs by acclaimed designer Walter Knoll, make this facility stand apart from other car showrooms.

Visitors to the Infiniti Centre enter first through a Travertine stone-surrounded door into the ‘Lobby’ area, behind a glazed exterior, which wraps around the Centre. The ‘Lobby’, with its natural light and high ceilings, is where the customer is greeted by an Infiniti host, who will try to understand the clients’ needs before showing them through the ‘portal’ to the ‘Lounge’ area of the Infiniti Centre, and introducing them to the appropriate consultant. Refreshments and initial vehicle information will be available in the ‘Lounge’.

The ‘Lounge’ immediately feels more intimate and suited to the client’s first, proper interaction with the Infiniti brand. Lower ceilings, softer lighting and darker sustainable-source wood, complemented by luxurious, deep-pile carpeting in the open seating areas and consultancy rooms – creating a comfortable atmosphere for the client to begin their experience and enjoyment of the Infiniti brand.

The experience
Once the client is comfortable, their dedicated consultant will introduce the Infiniti vehicle range, and dependant on the client’s requirements, focus on one particular car or explain the appropriateness of each to the customer’s needs. All, this will be facilitated via the fully interactive media wall, where exact specifications can be input to a small touch screen and viewed in detail on a larger plasma screen.

The next, natural stage of the customer’s first experience of Infiniti happens in ‘Gallery’. Returning to a brighter environment, again with higher, illuminated ceilings, and lighter-coloured durable porcelain ceramic tile floors provides the customer with a dramatic setting for their first sight of the Infiniti product range.

Extended, unaccompanied test drives are also available if the customer chooses a more in-depth appreciation of the vehicle’s handling and dynamics, with only the sounds from the exclusively recorded Infiniti music CD for company.

Following the test drive, the client can discuss their purchase requirements with their dedicated consultant in detail. This discussion will be usually in a sales consultancy room, which is partially partitioned behind glazing for privacy, where the finer details of the Infiniti experience can be discussed, such as financing and warranty, but more importantly, the unique services offered by Infiniti to its clients through its Total Ownership Experience programme.