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New automotive retail destination redefines customer experience with immersive design, bold artistry, and personalized engagement

AW Rostamani Group, through its flagship company Arabian Automobiles and in collaboration with INFINITI Middle East, unveiled the world’s largest INFINITI Centre on Sheikh Zayed Road, Dubai, marking a transformative moment in the evolution of luxury automotive retail.

The grand opening was a multisensory tribute to INFINITI’s forward-thinking philosophy, attended by top dignitaries and automotive leaders including Hiromi Kakuta, Deputy Consul General of Japan; Thierry Sabbagh, Divisional Vice President – Nissan & INFINITI; Albert Khreiche, Managing Director of INFINITI Middle East; and Mohammed Al Turki, INFINITI’s Chief Luxury Ambassador. The event was hosted by Tom Fux, CEO of AWR Automotive, and Hussam Baghdadi, Senior Director of Arabian Automobiles.

“Sheikh Zayed Road is more than a location—it’s a symbol of Dubai’s global ambition,” said Tom Fux, CEO of AWR Automotive. “This new INFINITI Centre is designed for the discerning customer, offering a personalised and sensory journey that reimagines the traditional dealership experience.”

Hussam Baghdadi added:

“The UAE has played a pivotal role in INFINITI’s success story. This Centre reflects that spirit with a space crafted around innovation, experience, and premium hospitality.

“We are proud to celebrate this milestone with our trusted partner AW Rostamani,” said Albert Khreiche. “Their commitment to delivering exceptional customer experiences continues to elevate the INFINITI brand across Dubai, Sharjah, and the Northern Emirates.”

INFINITE Night Sky: A Multisensory Tribute

The opening evening, themed “INFINITE Night Sky”, brought together five artistic luminaries who embodied INFINITI’s values—Human, Daring, and Forward—across the five senses:

• Sight: Renowned fashion designer Alaa Sarkis presented an exclusive collection inspired by INFINITI's elegance and futuristic identity.

• Taste: Acclaimed chef Reif Othman curated a bold, modern Japanese dining experience, aligning with INFINITI's innovation and precision.

• Sound: Celebrated artist Layla Kardan delivered a soulful live performance, echoing the emotional and refined essence of the brand.

• Scent: Fragrance entrepreneur Mishaal Alireza introduced a custom scent experience via his company Rezaroma, offering guests personalized aromatic gifts.

• Touch: A unique star-aligned birthdate activation allowed attendees to receive a celestial portrait, symbolizing the infinite potential within.

Guided by cultural figure Peyman Al Awadhi, the experience fused art, culture, and innovation, providing an unforgettable immersive atmosphere.

A New Era of Automotive Luxury in Dubai

At the heart of the Centre is the all-new INFINITI QX80, a bold symbol of modern Japanese luxury and engineering. The space also features:

• Elegant VIP lounges and consultation suites

• Minimalist Japanese-inspired architecture, including ambient lighting and horizon dividers

• Seamless digital integration across all customer touchpoints

More than a dealership, the new INFINITI Centre stands as a destination where design, innovation, and hospitality converge to redefine the future of automotive luxury.

AW Rostamani invites the public to experience the INFINITI Centre on Sheikh Zayed Road, showcasing the full INFINITI lineup, including the iconic QX80, in a setting crafted for elegance, inspiration, and connection.

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