Hearst Magazines’ Esquire; Food Network Magazine; Harper’s Bazaar; Popular Mechanics; and Town & Country will join forces with Infiniti to kick off The Infiniti Moments of Inspiration to showcase the all-new 2011 Infiniti M Sedan and the QX Full Size Luxury SUV at the 60th annual Pebble Beach Concours d’Elegance. Hearst and Infiniti will create an interactive experience powered by guests’ own movements and imaginations that will bring the Infiniti brand to life. Infiniti will also debut two new product line extensions at Pebble Beach. The exhibit will be open to the public from August 12th through the 15th.
In their fourth consecutive partnership, Hearst Magazines and Infiniti are working with the 60th annual Pebble Beach Concours d’Elegance to showcase the new Infiniti vehicles in an innovative way with three interactive exhibits. Guests will instantly become their own Infiniti designers by using the Shodo brushstroke, which is used in Infiniti’s current advertising campaign. This new technology allows users to create their own designs by simply moving their bodies in front of a large projection surface. Each motion will magically transform into the silhouette of Infiniti vehicles.
The Infiniti Moments of Inspiration tent will open on Thursday, August 12th and will offer a virtual tour of the Infiniti brand. In addition, guests will be able to view the new Infiniti M and QX. Each exhibit will be held in a separate area using high-resolution projections triggered by motion tracking or gestural technologies designed by Hush studios. The tent itself will be designed by Third Eye Studios NYC, a multi-disciplinary design practice specializing in the fields of architecture and industrial design. Under the direction of principal architect and industrial designer Marc A. Thorpe, Third Eye Studios NYC will exemplify the human perspective of the brushstroke and will help guests experience the moment of inception that comes from the physical gesture.
“We are thrilled to be partnering with Infiniti again to help unveil their next generation of luxury vehicles,” says Jeff Hamill, SVP, advertising sales &marketing, Hearst Magazines. “This year our partnership brings Infiniti’s vehicles and Hearst’s luxury titles together for The Infiniti Moments of Inspiration and will provide visitors with a visual and interactive experience through design and technology.”
The 2011 Infiniti M is offered in M37 and M56 model designations both showcasing Infiniti’s advanced, user-focused technologies, carrying on the tradition of the previous generation M. The new QX features a 5.6-liter V8 engine that combines the responsive acceleration of Infiniti’s VVEL (Variable Valve Event & Lift) technology with the efficiency of Direct Injection Gasoline (DIG™) and 7-speed automatic transmission. With 400 horsepower and 413 lbs-ft of torque, the QX can handle tasks such as towing boats or trailers (8,500-pound towing capacity, when properly equipped), while also offering 14 percent better fuel economy (EPA Combined) than the previous generation QX.
On Thursday, August 12th, Town & Country magazine will host its annual cocktail event, “An Evening of Elegance,” in a private residence overlooking the ocean and the 15th fairway of Pebble Beach. This invitation-only event for 300 guests is being sponsored by Infiniti, Shafer Vineyards and Schramsberg Vineyards.
For the first time at Pebble Beach Concours d’Elegance, on Friday, August 13th, one of New York’s hottest chefs, Scott Conant of Scarpetta, will be preparing six different hors d’oeuvres at a private cocktail reception for Infiniti’s guests.
On Saturday, August 14th, Conant will continue his food sampling during the day with a food and wine tasting for the visitors to the Infiniti Moments of Inspiration tent.
“For 60 years, the Pebble Beach Concours d’Elegance has been the ideal gathering spot for celebrating luxury, performance and fine automobiles. Infiniti is proud to be part of the activities and we congratulate Hearst Magazines for helping to once again bring Infiniti Inspired Performance to life,” said Ben Poore, vice president, Infiniti Business Unit.
The Infiniti Moments of Inspiration will be created by HUSH, a creative studio crafting stories for digital, broadcast, mobile and exhibition media, who will design and develop all three interactive installations based upon the Infiniti brand ideas – design, performance and luxury/technology.
