The Launch That Took the Auto World a Hundred Stories High

How do you elevate a vehicle reveal above all others?

Background

The luxury SUV game is fierce. So, when it came time to give the all-new QX80 its public intro, INFINITI wanted to make a statement worthy of its flagship. But it needed to be premium. And surprising. So, we abandoned the streets—and took to the skies.

It was a Herculean effort by the best team and partners in the business. The highlight of the night was to see this impeccable new vehicle up in the clouds, introduced to the world.

Shelley Pratt, INFINITI Director, Marketing Communications & Media

Journey

Instead of blending into the auto show crowd, we did something equal parts bonkers and breathtaking. 100 stories above Manhattan on the highest Skydeck in the Western Hemisphere. We were told by many involved, ‘it couldn’t be done’. But a determined team worked tirelessly planning, strategizing, disassembling and rebuilding to reveal the INFINITI QX80 to the world in the most epic way. And as impressive as this display was, we didn’t stop there. So, we also built three immersive installations—titled SEE, HEAR and FEEL—with each designed to spotlight the QX80’s most impressive innovations.

FEEL: A giant thermal screen showcased the QX80’s Biometric Cooling System, cooling guests in real time based on their individual body temperature.
HEAR: Audio pods featured Klipsch’s individual audio zones, isolating sounds for a track-building experience.
SEE: 64-color ambient lighting came alive through kinetic mirrors, creating a dynamic light show that moved with every guest.