Infiniti is committed to becoming the leader of the luxury cars industry, with a unique strategic positioning around sophistication, fashion, and a premium spirit. Therefore, it was essential to develop an unexpected concept that spoke to its audience and their lifestyle.
Events Concept created the "Infiniti Gate" concept from scratch, a Lifestyle concept based on Technology. Before the "Goodwood Festival of Speed", the inauguration of the Gate took place in a magical place, the Covent Garden, located in the heart of London. Nearly a thousand of VIP guests got to discover this unique location with a very special atmosphere, reflecting the spirit of the Infiniti brand. Technology was key to the entire event, causing guests total immersion in a modern digitalized world: live performances, a specific decoration, animations on interactive screens etc. Last but not least, the internationally renown DJ Mark Ronson gave a unique live performance making this evening one of the most memorable parties of London's summer.
Act I is only the beginning...