Infiniti poised to unleash Q50 Red Sport 400 potential with world first audio visual display

Increased brain activity expressed through symphony

KUWAIT: Building on the foundation of the study launched in November, INFINITI Middle East yesterday announced the next phase to bring the brain data obtained by their customers to life in a way never been done before.

“Now that customers have driven the vehicle, we challenged ourselves to interpret this data in a manner that would provide our audience a truly unique experience,” said Juergen Schmitz, Managing Director, INFINITI Middle East. “We identified music as this medium, as it is both a universally expressive tool and an integral part of the Arabian culture.”

With all of the data being analyzed by Emotiv Inc to deliver on the quantifiable analysis, INFINITI Middle East selected Yessian Music as a producer to take these brain waves and convert them into a harmonious melody that pays homage to the Middle Eastern heritage with distinct notes.

Yessian Music is an independently owned music and sound design company with studios in New York, Detroit, Los Angeles and Hamburg. Comprising producers, composers, engineers, sound designers and creative, they specialize in original music composition.

“Once we had the song locked the obvious next step was to select a delivery mechanism to our audience and what better an iconic backdrop than The Dubai Fountain - the world’s tallest performing fountain by Emaar,” added Schmitz.

Working with Emaar, INFINITI Middle East will choreograph a special performance of The Dubai Fountain, in the heart of Downtown Dubai, spanning four days that will be synced with the song created by the brain data.

“The visual interpretation of this song through The Dubai Fountain epitomizes the excitement of driving the Q50 Red Sport 400 and we are sure that our audience will feel this too. There are few additional elements that will help to further bring this display to life which will be communicated to everyone in the next fortnight,” added Francesca Ciaudano, Deputy General Manager, Marketing & PR.

Launched under the banner of ‘Unleash Your Potential’ INFINITI Middle East in collaboration with Emotiv Inc. sought to demonstrate how the changes in brain activity when driving the powerful sports sedan can affect their enjoyment, excitement, engagement and focus.

Infiniti Motor Company Ltd. is headquartered in Hong Kong with sales operations in over 50 countries. The Infiniti brand was launched in 1989. Its range of premium automobiles is currently built in manufacturing facilities in Japan, the United States, United Kingdom and China. Infiniti plans to also expand manufacturing into Mexico by 2017. Infiniti design studios are located in Atsugi-Shi, near Yokohama, London, San Diego and Beijing.

Infiniti is in the middle of a major product offensive. The brand has been widely acclaimed for its iconic design and innovative driver-assistance technologies.

From the 2016 season, Infiniti is a technical partner of the Renault Sport Formula One team, contributing its expertise in hybrid performance.