Infiniti Middle East dazzled guests at The Dubai Fountain last evening with the premiere of their world first display, bringing to life the brain data of consumers in a unique display of light, sound and water projection based animation.

Held from the 14^th – 17^th of December, patrons will be able to watch the exiting display daily with slots at 8pm and 10pm.

“It is great to see this eagerly anticipated project come to life in such a spectacular manner,” said Juergen Schmitz, Managing Director, Infiniti Middle East. “The results obtained through the study were largely successful and this too is reflected in the essence of the performance – which really epitomises the excitement of driving the Q50 Red Sport 400.”

Specific details of the study will be unveiled by Infiniti Middle East in the upcoming weeks however the visual display exhibited at The Dubai Fountain is a clear directional indicator of what is to come.

“From a high-level, the analysis of the regional data showed us that when behind the wheel of the Q50 Red Sport 400, drivers reached an optimal level of excitement, focus and engagement,” added Francesca Ciaudano, Deputy General Manager, Marketing & PR. The quantifiable data was simultaneously perfect to bring to life through this unique and engaging display.”

Launched under the banner of ‘UnleashYourPotential’ Infiniti Middle East in collaboration with Emotiv Inc. sought to demonstrate how the changes in brain activity when driving the powerful sports sedan can affect their enjoyment, excitement, engagement and focus.

Working with Emaar, Infiniti Middle East choreographed a special performance of The Dubai Fountain, in the heart of Downtown Dubai, spanning four days that is synced with the song created by the brain data.