Launching a vehicle is one thing. Launching it inside Grand Central Terminal is another.
To introduce the all-new QX65, INFINITI asked GPJ to transform one of New York City’s busiest and most iconic landmarks into the centerpiece of its “UNSTOPPABLE” campaign. The result was a launch that balanced bold creative ambition with meticulous operational execution—earning more than 6 billion media impressions while generating thousands of qualified leads.
Grand Central Terminal isn’t designed for automotive launches. It’s a functioning transportation hub, a protected historic landmark, and one of the busiest public spaces in New York. Every creative decision had to work within strict operational and preservation requirements—without losing the sense of spectacle the campaign demanded.
A Moment That Stopped New York
The launch opened with a choreographed “frozen moment,” led by celebrity hosts, transforming the constant movement of Grand Central into a living stage. The contrast immediately drew attention from commuters, media, and influencers alike.
Designing Beyond the Reveal
Vanderbilt Hall became more than a backdrop for the QX65. Carefully selected brand partnerships and interactive touchpoints invited guests to explore the vehicle through experiences that reflected the lifestyle and craftsmanship behind the brand.
Making the Impossible Feel Effortless
Behind the scenes, GPJ coordinated every aspect of production—from navigating landmark restrictions to managing installation schedules and visitor flow in one of the city’s busiest public spaces. The launch was then extended to an interactive installation at the New York Auto Show, allowing the momentum to continue beyond a single event.
GPJ and INFINITI demonstrated what’s possible when creative ambition and operational discipline are treated as one challenge rather than two. Grand Central became an unforgettable introduction to the QX65, elevating INFINITI’s newest vehicle while generating more than 6 billion earned media impressions, over 2,800 qualified leads, and a seamless transition into the New York Auto Show.
