INFINITI reveals reimagined brand through multi-sensory MENA launch

Campaign ME

07-05-2025

INFINITI's rebrand has landed in the MENA region with a concept that goes beyond the traditional showroom unveiling. In line with its global repositioning from premium to elevated luxury, Arabian Automobiles – the brand's distributor in Dubai and the Northern Emirates – reimagined the customer journey with a launch designed to appeal to all five senses.
The campaign, titled INFINITI Night Sky, delivered a multisensory experience that reflects INFINITI's evolved identity. In partnership with agencies ComCo, the launch integrated influencer marketing, regional creative talent, and immersive touchpoints to mark the debut of the new QX80 and the brand's renewed direction. The event turned into a representation of the rebrand resulting in 4.27M+ reach with press coverage and 2.5M+ reach with media and influencer attendance.
Hussam Baghdadi, Senior Director of Arabian Automobiles, said, 'At the heart of INFINITI's philosophy is the belief that true luxury speaks to all five senses. With that in mind, we curated a multisensory experience that would immerse our guests in the very essence of the brand – one that feels refined, human, and emotionally resonant.'
The creative narrative was rooted from a simple yet impactful prompt: Do you ever look up at the sky and think about infinity?
This sparked the overarching theme of the INFINITI Night Sky.
INFINITI Night Sky: Five senses
This campaign was released across social media platforms of INFINITI Dubai and Arabian Automobiles, internal and external database. The stars of the evening, each with a significant social media presence, played a key role in amplifying the event's reach. Influencer collaborations and press coverage were integral to extending the campaign's footprint, reinforcing the brand's message to a broader audience.
The event was designed with multiple goals in mind. First, INFINITI set out to strengthen brand awareness by positioning itself firmly within the region's luxury and innovation space. Equally important was deepening customer engagement by crafting an immersive, multisensory experience that left a lasting emotional impact and fostered long-term loyalty. The launch of the new QX80 was a key moment, aimed at enhancing the brand's image and drawing new audiences through INFINITI's Experience Centres. Finally, the event served as a platform to forge stronger ties with the UAE's lifestyle and design-savvy communities.
'To bring INFINITI's human-centric and multisensory luxury philosophy to life, we collaborated with a constellation of regional stars – each representing one of the five senses and embodying the values that define the INFINITI brand: Human, Daring, and Forward,' says Baghdadi.
The event integrated local talent, reflecting regional tastes and catering to an audience that values exclusivity and innovation. Collaborations with regional creatives from fashion to fragrance helped localise the brand while preserving its global identity.
The five senses:
Each sense was represented by a creative collaborator:
Sight was represented by the fashion designer Alaa Sarkis. For this occasion, Alaa debuted an exclusive, never-before-seen collection created especially for the INFINITI Centre launch – blending haute couture with storytelling in a visual showcase.
Taste was crafted by Chef Reif Othman, of Reif Kushiyaki. Chef Reif brought Japanese food artistry to the evening.
Sound came alive through a soulful performance by Layla Kardan. Awarded Emirates Woman Artist of the Year, Layla delivered an emotive performance that captured the emotional spirit of the rebrand.
Scent was curated by Mishaal Alireza, Founder of Rezaroma, offered guests a bespoke sensory moment, a signature fragrance to take home and the opportunity to explore their scent lab on-site.
For Touch, Guests generated custom portraits of the night sky based on their birth date and location – a poetic activation tying back to the campaign theme.
The night was navigated by host Rashid Peyman Al Awadhi who took everyone through every multisensory experience.
'Each of these collaborators not only brought their craft to the event – they brought emotion, meaning, and personal connection, all of which are central to how INFINITI defines modern luxury,' says Baghdadi
Audience, strategy, and amplification
The event targeted a blend of INFINITI loyalists and new audiences, particularly those who value design, individuality, and elevated experiences.
'We're speaking to the modern luxury consumer – discerning individuals who value design, innovation, and individuality,' says Baghdadi.
While the core audience included automotive and luxury media, the multidisciplinary nature of the event attracted a broader mix of tastemakers – spanning fashion, F&B, music, and lifestyle.
He continues, 'Another key group we were intentional about including were entrepreneurs and brand decision-makers – individuals whose circles not only align with our target customer base but who also represent potential collaborators and partners.
These are people who can move the needle: they have purchasing power, influence within their industries, and the ability to open doors for future brand opportunities. By engaging this dynamic mix, we were able to expand the conversation beyond traditional automotive, and position INFINITI as a brand that lives at the intersection of culture, innovation, and aspiration.'
Influencer strategy played a central role in shaping the tone and reach of the campaign. According to Baghdadi, the campaign benefited from the reach and relevance of the creative collaborators, who already held significant digital influence.
Response and results:
'The audience responded with overwhelming positivity, from social media buzz to direct messages praising the originality and emotional depth of the event. Many shared that it was unlike any automotive launch they had ever attended, citing how the sensory layers made the experience unforgettable. A surprising insight was how many guests were deeply moved by the night sky activation. It became a powerful moment of personal reflection and connection,' says Baghdadi.
The campaign's success was measured through event attendance, press coverage, and showroom footfall. The statistical overview is:
27M+ reach with press coverage
5M+ reach with media and influencer attendance
671K impressions garnered over all platforms
667K total video views across all platforms
528K accounts reached over all platforms
'So far, the response has been strong – attendance surpassed expectations, and footfall at the INFINITI Experience Centre has seen a noticeable rise. It's clear the campaign struck a meaningful chord and brought INFINITI's new vision to life,' says Baghdadi.
The launch marked more than the unveiling of a new vehicle; it became a layered exploration of luxury by evoking consumers five senses and left them with the question – Do you ever look up at the sky and think about infinity?
Credits:
Client: Arabian Automobiles Company, AW Rostamani Group
Brand: INFINITI Middle East
Event Concept & Strategy: ComCo MEA
Event Management & Production: ComCo MEA
PR & Communications: ComCo MEA
Social Media: C&B
Content Creation: Hajjo Media
Collaborators:
Fashion: Alaa Sarkis
Culinary: Chef Reif Othman
Music: Layla Kardan
Scent: Mishaal Alireza / Rezaroma
Event Host: Peyman Al Awadhi