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  • Individual emotions and collective measurements captured in the moving, living digital artwork displayed on the LED screens
  • INFINITI Pavilion features entire lineup of  INFINITI luxury vehicles, including the Q80 Inspiration Concept

PEBBLE BEACH, Calif.INFINITI is partnering with TEN: The Enthusiast Network during the 2016 Pebble Beach Automotive Week to showcase the best in automotive and technology, while also turning emotions into art. 

At this year's INFINITI Pavilion, guests will be able to participate in the DRIVEN BY EMOTION interactive experience. As they walk around and engage with vehicles like the all-new 2017 Q60, the first-ever QX30, and the Q80 Inspiration Concept, they will be given a wearable armband device that connects to different sensors, located on the cars and throughout the event space, that measure what they are doing and how they feel.

The armband's sensors are able to track individual biometrics like EMG (muscle cell electrical activity) and detect specific gestures and bodily movements. It can also connect to sensors mounted on each car to infer enthusiasm due to time spent in proximity of a specific vehicle. Additionally, cameras mounted throughout the Pavilion can detect facial expressions and determine overall room sentiment, while proximity microphones can measure changes in conversation levels around each car. Finally, the Q60 features a heartbeat sensor on the steering wheel to determine how a driver feels behind the wheel of the powerful, all-new Q60.

With real-time responsiveness, all of the different data sources will be pulled into a custom-designed algorithm that turns both individual emotions and collective measurements into the moving, living digital artwork displayed on the LED screens, so that guests will be able to see their emotions transformed into art. It will be up to guests how long they'd like to contribute their emotions for, but when they do decide to end their experience, the data from their armband can be scanned to receive a one-of-a-kind poster of the artwork generated from their emotions. Ultimately, all of these posters of the emotions of guests will be compiled into a beautiful art book for INFINITI.

"This year's partnership between INFINITI and TEN will take Pebble Beach Concours to the next level with the combination of its technology, design and art," said Allyson Witherspoon, director of marketing communications for INFINITI. "Through this partnership, auto enthusiasts everywhere will be able to truly experience and see for themselves the emotion and enthusiasm that goes into Pebble Beach year after year."

As part of INFINITI's integration with TEN,MOTOR TRENDwill host Ride & Drive at the Pavilion, featuring luxury INFINITI vehicles including the QX30, Q60, Q50 Red Sport and QX80. Test-drives will take place Friday, Aug. 19 from 9am to 3pm and Saturday, August 20  from 9am to 5pm, starting at the INFINITI Pavilion and throughout the Del Monte Forest and iconic 17-Mile Drive®.

Also at the INFINITI Pavilion are Food & Wine Tastings featuring a selection of local artisan cheeses and wines for guests to enjoy. The refreshing Food & Wine Moments take place Saturday from 2pm to 4 p.m. and Sunday, from 4pm to 6pm. New this year, INFINITI will be hosting Pastries at the Pavilion on Concours Sunday from 8:30 am to 10:30am.

Pebble Beach Concours d'Elegance® with INFINITI and TEN: The Enthusiast Network, will also be holding the first-ever Pebble Beach Concert at the Concours presented by INFINITI to take place Friday, August 19, with a performance by OneRepublic. The concert will be held from 6:30 p.m. PT to 7:45 p.m. PT on a custom-built stage adjacent to the INFINITI Pavilion on Concours Plaza. Prior to the concert, on nearby Peter Hay™ Golf Course, automotive manufacturer displays will be open, and beginning at 5:30 p.m. PT, several California wineries will be offering tastings. There is no fee to attend the Concert, but space is limited due to venue capacity, so pre-registration is required via the Pebble Beach Concours website.

The INFINITI Pavilion is located at the Pebble Beach Concours Plaza on the corner of Forest Lake Road and Stevenson Drive in Pebble Beach and will be open to guests during the following times:

  • Friday, Aug. 19, 9 a.m. to 8 p.m. (closed 3 p.m. to 6:30 p.m.)
  • Saturday, Aug. 20, 9 a.m. to 5 p.m.
  • Sunday, Aug. 21, 8 a.m. to 6 p.m.

The Quail, A Motorsports Gathering

As a Platinum Sponsor of this exclusive event, INFINITI will once again, for a 3rd year in a row, participate in one of the most intimate and celebrated events, The Quail, A Motorsports Gathering. INFINITI is the Official and Exclusive Shuttle of The Quail, providing eight QX80 vehicles and shuttle service solely for Quail Lodge and Golf Club guests and VIPs. INFINITI will also be sponsoring its private Quail Rally event earlier in the week, where guests can test-drive the Q50 Red Sport. Back again this year, guests will be able to enjoy hand-crafted Smitten Ice Cream compliments of INFINITI.

For more information about INFINITI and its full-range of cars, SUVs and crossovers, please visit,

INFINITIi Motor Company Ltd. is headquartered in Hong Kong with sales operations in over 50 countries. The INFINITI brand was launched in 1989. Its range of premium automobiles is currently built in manufacturing facilities in Japan, the United States, United Kingdom and China.  INFINITI plans to also expand manufacturing into Mexico by 2017.

INFINITI design studios are located in Atsugi-Shi near Yokohama, London, San Diego and Beijing.

INFINITI is in the middle of a major product offensive.  The brand has been widely acclaimed for its daring design and innovative driver-assistance technologies.

From the 2016 season, INFINITI is a technical partner of the Renault Sport Formula One team, contributing its expertise in hybrid performance.

More information about INFINITI, its Total Ownership Experience® and its industry leading technologies can be found at For the latest news on INFINITI, visit You can also follow us on Facebook, Twitter, Instagram, LinkedIn and see all our latest videos on YouTube. 

About TEN: The Enthusiast Network 
TEN: The Enthusiast Network is the world's premier transmedia network of enthusiast brands, such as MOTOR TREND, AUTOMOBILE, HOT ROD, SURFER, TRANSWORLD SKATEBOARDING, and GRINDTV. With more than 60 websites, 50 publications, 50 annual events, the Motor Trend OnDemand subscription video-on-demand service, as well as the world's largest automotive and action/adventure sports media platforms, TEN inspires enthusiasts to pursue their passions. For more information, visit

Pebble Beach® and the Pebble Beach Concours d'Elegance®, Pebble Beach Golf Links and their distinctive images are trademarks, service marks and trade dress of Pebble Beach Company. Used with permission.


Kyle Bazemore
Senior Manager – INFINITI USA Communications
Office: (615) 725-3210

Brittany Kinsella
Senior Account Executive – Hill+Knowlton Strategies
Office: (212) 885-0327


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Issued by Infiniti