MarketingFeaturedEast Asia

Nissan’s INFINITI artfully brings inimitable pigment to life in new immersive digital experience 

Teddy Cambosa - May 10, 2023

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Tokyo, Japan – INFINITI, the luxury vehicle arm of automotive brand Nissan, has recently released an immersive digital experience which brings the brand’s new ‘Moonbow Blue’ colour to life, and celebrating the brand’s design philosophy, which takes inspiration from Japanese nature, where moonbows have long been part of Japan’s art and design heritage.

INFINITI recently ‘Moonbow Blue’ – a hue that combines shades of blue, grey, lilac and light magenta all at once, just like a moonbow, making it a once-in-a-blue-moon kind of blue. Said new colour scheme will be used to launch its three-row SUV QX60 model.

The campaign was conceptualised alongside Istanbul-based art studio Ouchhh Studio and creative agency Publicis Q in Tokyo. Ouchhh Studio’s generative artworks are now on display within the INFINITI lounge at the brand’s global headquarters in Yokohama, Japan and across the brand’s social channels, and will soon appear in dealerships and in branded expositions in key markets.

Darren Hester, deputy general manager for INFINITI global marketing, said, “To get people to experience Moonbow Blue, we shot for the moon. Quite literally, using millions of years of data. Launched on the night of the full moon, this one-of-a-kind experiment is a true testament to INFINITI’s drive to continually push boundaries and create unique luxury experiences.”

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