The company notes luxury hotels have been using similar tactics for years, but as far as we know, this is the first time an automaker has resorted to high-tech potpourri to lure in viewers and fend of the unsavory scents of Detroit's Cobo Hall. We suppose it just goes to show there are some smells no amount of Armor All can overcome.
The stand will also feature six interactive screens as well as a new concept vehicle and an all-new subcompact hatchback, widely expected to be the long-awaited liftback version of the Versa. You can take a look at the brief press release below for more information. Expect Nissan to drop the sheets on its new hardware on January 15.
• Multi-level, amphitheater-style stage for vehicle displays features innovation that excites; and
• Technology and brand story communicated in a high-end, intuitive manner
FRANKLIN, Tenn. (January 8, 2013) – New sights, sounds and scents will greet visitors at Nissan's all-new display during the upcoming 2013 North American International Auto Show (NAIAS) in Detroit. At the show, Nissan will debut its new global auto show stand design featuring multi-level flooring for vehicle displays, an amphitheater-style stage and soaring architectural elements. The interactive space includes intuitive technology and sensory marketing to provide show goers an immersion that delivers on Nissan's brand positioning of "Innovation that Excites."
The new exhibit features a 150 ft. long/45 sq. ft. wide halo that appears to float over the dual-turntable stage. The "hovering" set piece is supported on one side by a cantilever built directly into the back wall portion of the display, which includes an integrated, high-definition LED display. Lighting effects on the halo emphasize the energy and excitement of the show space and products below. An interactive "Innovation Wall," powered by Xbox Kinect™ technology, communicates Nissan's brand story to visitors.
The new Nissan exhibit is designed to interact not only with the senses of sight and sound, but also touch and smell. As is tradition in luxury hotels and retailers, which pipe pleasing music and fragrance into their lobby and common spaces, the Nissan display features its own special scents and sounds, carefully choreographed to create a complete experience for visitors. A distinctive fragrance will be periodically released into the display area and the mood-setting background music will change with a subtly different vibe and energy for morning, mid-day and evening.
The Innovation Wall features six interactive screens incorporated into a graphic band that runs the entire length of the display's back wall. These interactive screens give consumers a more accessible, hands-on view of the brand than traditional, physical auto show displays.
The new Nissan exhibit will be featured at 10 other global auto shows throughout 2013. Key to this new style of exhibit is its collection of iconic elements, such as the "halo," that will carry onto each motor show, customizable to each venue's space and particular demands.
While the exhibit and technical innovations are draws, the stars of the new multi-tiered display at Detroit will be the various Nissan models on display, including two headliners - a concept vehicle that makes its global debut on Tuesday, Jan. 15 during the press preview and an all-new subcompact hatchback. These debuting models will join the display of Nissan's top sellers, such as the all-new 2013 Altima and Sentra sedans, the redesigned Pathfinder crossover, the updated 2013 Nissan LEAF, and a one-off special edition gold Nissan GT-R, which honors Nissan's ongoing relationship with Olympic champion Usain Bolt, the world's fastest man.