The American niche, audiophile premium brand KLIPSCH was enlisted as a valuable partner for distinguishing the Japanese INFINITI from other luxury automotive companies. Our brief: Japanese elegance and dedication to detail should intersect with American emotion and expressiveness. To offer a top-tier in-car audio experience the task was to compose, record and mix a piece of music that showcases the Japanese roots of INFINITI and the remarkable technical capabilities of the American KLIPSCH 3D Surround Sound System featuring 24 speakers in a vehicle – introducing drivers to an emotional journey and nuances they had never experienced before.

To truly showcase the KLIPSCH sound system's capabilities and recreate the classical concert hall ambiance, we understood the importance of utilizing the full musical frequency and dynamic range. This led to the creation of a composition for a 50-piece orchestra that spans from gentle, serene sounds to complex, powerful moments. For this task, we engaged the esteemed German Film Orchestra Babelsberg, ensuring our piece would be recorded with the highest fidelity and emotional impact.

To stay true to the INFINITI brand and to radiate both power and serenity the composition was inspired by the Japanese seasons and our orchestral ensemble was enriched by the distinct timbres of Japanese vocalists and instrumentalists. The recording sessions captured the tranquil whispers of Furin wind chimes alongside one of the largest and powerful drums in the world, the Japanese Taiko.

For drivers, the car serves as a private sanctuary in the noise of urban life – and they are expecting the ideal setup for an audiophile listening experience. Two traditional brands with a long-standing heritage aim to fulfill these expectations. How can we ensure in this co-branding effort that the desired piece of music embodies the DNA of both brands and merges into a cohesive whole? The INFINITI brand strategy is all about embracing Japanese traditions, radiating both power and serenity. KLIPSCH´s brand strategy revolves around achieving the most accurate reproduction of a classical concert hall in the customers' listening spaces. In this project, the objective was to align the expectations of the target audience with the DNA of both brands.

The finished recording was mixed in the INFINTI car on the KLIPSCH sound system to make drivers feel as if they are sitting directly in the orchestra pit. Test drivers were captivated by the stunning 3D Surround Sound experience provided by the 24-channel-system. Every subtle nuance of the music and every aspect of its power and emotional impact could be distinctly felt. This immersive audio experience, now a feature in a range of INFINITI vehicles, aims to delight KLIPSCH enthusiasts and INFINITI customers in America, China, the Middle East, and other international markets. A co-branding initiative designed for lasting impact on both brands.