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

In­creased brain ac­tiv­ity ex­pressed through sym­phony

Kuwait Times - - BUSINESS -

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.

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