The main purpose of "A Study in White" was to create a platform that would highlight new, progressive artists and in doing so convey Infiniti’s own belief in daring, original design as demonstrated by the G35 Coupe.The website was designed to serve as a contemporary art space, a sort of online Moma. Stark, simple and clean. Something that would display and frame the work without clutter. A decision was made early on to avoid any heavy-handed car placements and technical car specifications. Instead the experience would reflect Infiniti’s commitment to style and design through its respect for the artists. We wanted the experience to be a wander through a modern gallery, learning information about the artwork and the artists in a simple yet sensual way.