INFINITI Dubai Projection Mapping for the Q50 Red Sport 400
By Chris Tully, Creative Director, VJDXB
VJDXB created architectural projection mapping content for the INFINITI Dubai showroom, transforming its façade into an immersive billboard for the Q50 Red Sport 400.
The sequence made the building appear to open like a garage shutter, revealing a futuristic carport where the vehicle was assembled. The car then left this environment and drove into a fully animated Dubai city sequence.
We created the futuristic carport and recreated Dubai’s main highway from scratch in 3D, connecting the showroom transformation with a journey into the city.
Turning the INFINITI showroom into an immersive billboard
The creative idea began with the building itself. The showroom façade became the entrance to a virtual environment, with the animation creating the impression of a space opening behind its surface.
As the garage-style shutter opened, the audience was introduced to the futuristic carport. This transition connected the real architecture with the projected world and established the setting for the vehicle reveal.
For an automotive presentation, that relationship is particularly effective: the showroom becomes part of the product story, with the car appearing within an environment created specifically for it.
A futuristic carport created in 3D
We built the virtual carport from scratch as the setting in which the Q50 Red Sport 400 would take shape.
The environment needed to support the car reveal and work within the composition of the building projection. Its apparent depth helped establish the illusion of a space extending beyond the physical façade.
The project image shows the car presented on a circular platform within a blue-lit environment. The surrounding structure and lighting give the scene a distinctly futuristic character, with the vehicle as its focal point.
This was a key part of the content’s visual direction: create an architectural transformation that leads naturally into a detailed 3D automotive scene.
Building and revealing the Q50 Red Sport 400
Within the futuristic setting, the animation depicted the car being built before it was ready to leave the carport.
That progression gave the sequence a clear narrative. The opening introduced the environment, the assembly focused attention on the vehicle, and the departure moved the story into its next chapter.
The content allowed the audience to follow the Q50 Red Sport 400 through a complete visual sequence, from its construction within the virtual space to its arrival on the road.
Recreating Dubai’s main highway from scratch
After leaving the carport, the vehicle drove into Dubai city.
We recreated Dubai’s main highway from scratch in 3D for this part of the animation. Building the road environment gave us control over the composition and the vehicle’s journey through the scene, while keeping the sequence connected to the wider projection mapping content.
The change of setting took the car from a futuristic reveal space into a recognisable city context. It also gave the presentation a sense of movement and progression beyond the initial showroom transformation.
Projection mapping content designed for a showroom façade
Building projection mapping requires the content to work with the surface on which it appears. The architecture influences the framing, scale and placement of the imagery.
For the INFINITI Dubai showroom, the content connected three distinct settings: the physical façade, the virtual carport and the Dubai road environment.
Maintaining that connection was central to the visual story. Each stage needed to lead into the next so the audience could follow the transformation from building to reveal space to city journey.
The project demonstrates VJDXB’s ability to combine architectural projection mapping content, bespoke 3D environments and automotive animation within a single presentation.
Automotive projection mapping content in Dubai
VJDXB creates custom projection mapping content and 3D animation for automotive presentations, product reveals and branded events in Dubai, across the UAE and internationally.
Our work combines visual storytelling with content designed around the building or display surface. For this INFINITI project, that meant transforming a showroom façade into a continuous automotive narrative, supported by environments created from scratch.
Explore our projection mapping content services, learn more about our event content production, or contact VJDXB to discuss your next automotive visual project.
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