Infiniti Opens New Design Studio in San Diego
Infiniti is a global brand, and it is taking steps to ensure that its designs reflect that. The main Global Design Center for the brand is in Atsugi, Japan, and the company also has offices in London and Beijing. This month a new location opened on America’s West Coast in San Diego.
While it is housed in the same facility as Nissan Design America, and they share large pieces of design equipment, the designers themselves work in an area tailor-made for the Infiniti team. From this space, ideas for concept vehicles or current model refreshes can be realized and developed until they are ready for creation.
According to the Infiniti team, they chose California for its sense of style and its proximity to the large tech hub of Silicon Valley.
According to Infiniti Executive Design Director Alfonso Albaisa, “…Southern California has one foot rooted in car culture history and the other running forward to what dreams will form our future. It is these deep realities that make it an ideal location for Infiniti Design. The location, the wonderful studio itself and the empowerment and inspiration of the management culture have allowed us to hire and retain the best of the best.”
It will be interesting to see what influence California’s attitude will have on the Infiniti brand.