Author: Steve Allen |

INFINITI Partners with TEN: The Enthusiast Network to Bring Together Technology, Art and Design, Enhancing the Pebble Beach Experience

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®.