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Detroit Auto Show Space Appeals to Sight, Smell, Sound and Touch

Jan. 15 – Detroit – Nissan has an all-new booth that can be experienced through sight, smell, sound and touch that is making its debut at the 2013 North American International Auto Show in Detroit.

The new Nissan exhibit space features an amphitheater-style stage and soaring architectural elements.

A massive high-definition LED display is integrated in to the exhibit’s dual-turntable stage, and an interactive “Innovation Wall powered by Xbox Kinect™ technology communicates the brand story with visitors.

The show stand also presents unique Nissan scents and sounds, venturing into a realm of sensory marketing usually assigned to luxury hotels and retailers.

“You can just feel that you are part of something and you want to experience more, and wherever you go there is something that can interest you and connect to you. The use of scent, same as sound, same as music – the total package – is what creates your opinion about how you feel about something. So scent is an important element,” said Roel De-Vries, vice president, Global Marketing.

Nissan chose Detroit, the first major industry event of the year, to unveil the stand, which will appear at major auto shows throughout the world, including Geneva in March.

Nissan aims to evoke the same brand experience around the globe including its own brand scent.

“It is a scent of green tea, and when you smell it, when you are around here, it gives you this calming feeling, relaxed feeling, when you are in this space. But it has some spice and has seen some interest, so it makes you feel slightly elevated but in a relaxed and calm way,” said De-Vries.

Nissan’s new auto show property was months in development, and designers from George P. Johnson and Nissan designed a brand expression that will continue to evolve.

“We looked at the brand as a whole, and kind of distilled it down to this spectrum of product, all the way from sustainability with the LEAF to performance with the GT-R and the Z. We thought of it as quite a broad brand and wanted to create something for an embrace for that. We came up for this idea of an amphitheater,” said Edmund Sorrell, senior designer at George P. Johnson.

Elements of the new stand may make their way into other consumer sites, such as dealer showrooms and major Nissan office locations.

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