Infiniti combines design and astral data for immersive brand experience

Inspired by an incredibly rare natural optical phenomenon called a moonbow, which occurs when moonlight is refracted through moisture at 42°, the automotive brand created a "truly inimitable pigment", called Moonbow Blue. The colour combines shades of blue, grey, lilac and light magenta all at once, just like a moonbow.

To promote the colour, and the brand's new SUV, Infiniti partnered with a generative art company Ouchhh Studio in Istanbul, and its agency Publicis Q in Tokyo to create an immersive experience to showcase how the car's colour changes with the light.

The experience featured 16 generative artworks that continue changing and evolving throughout the exhibition. The creations aim to capture the ethereal nature of Moonbow Blue and were created using astral data from international space research organisations.

The experience celebrates Infiniti's design philosophy, which takes inspiration from Japanese nature.

Darren Hester, deputy general manager for Infiniti global marketing says, “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."

Ouchhh Studio's Ferdi Alici says, “We used millions of years of data manifested into one real-time art expedition. Data from the moon informed the color. Data from the sun casts the light and shadow. For form and motion, we used data that captures how starlight takes billions of years to travel to earth."

The artworks are running across the brand's social channels and will be exhibited in branded exhibitions in key markets.