Infiniti’s new Q70 luxury sedan was recently revealed at a star-studded Middle East launch event in Dubai, UAE.

Held at a specially created ‘Q70 Drive Hub’ in Dubai's Studio City, the 2016 Infiniti Q70 was launched during a fully immersive, acoustic experience and showcased its evocative design, invigorating performance, innovative technology and superior craftsmanship.

Creating a purpose themed event, Infiniti welcomed over 350 local celebrities, social media stars, enthusiasts, journalists, and VIPs to help lift the curtains on the new model.  

They each took their own 'Journey to the EpiCenter' through a maze at the entrance, by selecting one of the four Q70 themes; ‘Passion’ ‘Success’ ‘Vision’ and ‘Performance’. 

Once inside, guests were met with stage performances, street artists, specially-created mocktails that reflected the four themes of the evening, all rounded off with a stunning sound and light show.

Infiniti encouraged guests to participate in a 'social media reveal' by getting the hashtag #ForThoseWithDrive trending.  As enough tweets and Instagram posts quoted the words, the digital displays screening the car started to rise revealing the Q70.

The launch was hosted by Juergen Schmitz, Managing Director of Infiniti Middle East, senior executives from Arabian Automobiles and media personality Sheeren Mitwalli. 

Schmitz said: “The Q70 is a special car; it needed a special launch.  Our core brand offer is that this is a car for those with drive - and this was the genesis for the social media reveal.”

The new luxury car is expected to be priced between $50,000-70,000, depending on the model.

Infiniti Motor Company 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 US and China. Production in the UK will start in 2015, bringing with it significant expansion of the brand’s portfolio.

As the Title Partner and Vehicle Performance Partner of Infiniti Red Bull Racing, Infiniti has a far-reaching technical collaboration with the four-time FIA Formula One World Championship winning Team.