Infiniti / Luxury Should be lived in

The rules of luxury

Luxury has always been held prisoner. Trapped in gilded cages. Perched on ivory pedestals. Riding on its high horse. Kept at arm’s length behind velvet ropes. Precious. Private. Enjoyed only by the privileged few.

It turns out, we rarely enjoy luxury at all. We follow arbitrary, self-created, constricting rules. Look, but don’t touch. Touch, but don’t taste. Taste, but don’t eat. Eat, but don’t enjoy. Enjoy, but never, ever show it. Bury that passion deep beneath your joyless, pristinely polished outer shell. Whatever you do, keep luxury and real life apart. They’re sworn enemies. They’re never seen in the same place, at the same time.

But what if we brought these longtime foes together? Something progressive. Something a bit more human.

We wanted to give Infiniti a new face. More importantly we wanted to give Infiniti a point of view on what Luxury should be.