The challenge was to design an elevated brand journey that blended innovation with cultural relevance, while creating an environment where key media, influencers, and potential customers could engage deeply with the car. From a sleek reveal moment to immersive storytelling, the event had to embody the Infiniti brand at every touchpoint.

In Jeddah, we hosted an intimate daytime launch where guests explored a maze of vertical screens highlighting the QX80’s design, followed by a sunset cocktail reception and dinner with a live band by a Saudi landmark. In Riyadh, we turned a JAX district warehouse into a blend of modern art and Japanese-inspired elegance, featuring a dramatic stage reveal with live Taiko drummers, fine Japanese dining, personalized calligraphy keepsakes, and custom Saudi car diffusers. In both cities, the QX80 launch was a bold statement of style, craftsmanship, and cross-cultural sophistication.