Infinity Integrated Marketing Communications and Events (Infinity IMC) Limited, a full-service agency specialising in marketing, communications, PR, and event management, is transforming the event landscape with its latest venture, Landmark by Infinity. The innovative addition brings life-sized replicas of international monuments to event spaces, offering a unique and visually striking experience that sets a new benchmark in the marketing industry. Established in 2019 with a single client account, Infinity has grown into a thriving agency under the leadership of founder Shanoy Coombs.

“I would have worked in the UN system for five years. And after those five years, you know, I was in a transitionary period. I just felt like I had done what I needed to do. And there was just something else to be done,” said Coombs in an interview with the Jamaica Observer.

Transitioning from employee to entrepreneur, Coombs leveraged her professional expertise and relationships built during her career to establish a strong foundation for the company. Early clients included collaborators from her previous consultancy roles, who were instrumental in Infinity’s initial success. From its inception, Infinity aimed to serve more than just local businesses. The company positioned itself as a partner for regional, diaspora, and international markets, addressing gaps in the communications space for organisations in these sectors.

With a focus on development communication, Infinity has worked with high-profile clients such as the European Union, United Nations agencies, Global Affairs Canada, and the Norwegian Seafood Council. As Infinity IMC grew, Coombs attracted more clients from her previous roles, but by mid-2019, she applied for and was accepted into a prestigious fellowship, which posed a challenge for the business. Despite her desire to continue expanding Infinity, Coombs decided to accept the scholarship, which required her to temporarily leave Jamaica. However, most of her clients were not open to remote work, except for the Caribbean Development Bank, which allowed her to continue some components of their project.

“Almost all of my clients said no,” she said.

Shortly after her departure, the COVID-19 pandemic disrupted the world, including her clients’ projects. Many of those who had initially rejected remote work later reached out to Coombs for assistance. This shift marked the early stages of Infinity’s evolution, as clients who had once insisted on in-person work now needed her remote services.

“Some of them didn’t reach out initially, but much later on they said, ‘Boy, we need to do something about this; what can be done?’ So that is the early genesis of Infinity,” she told the Sunday Finance.

As events shifted online, Coombs and her team adapted, offering services like presentations, online streaming, PR communications, and writing, including speeches and editing. The changing landscape forced the business model to evolve as well, with more clients seeking Infinity’s services. As the client base expanded, Coombs recalled the long process of building trust and introducing new team members to the clients. Infinity’s growth also extended beyond Jamaica, reaching Europe after the company revamped its online presence to target international clients.

“Sometimes you just have to go a little bit further to get the things that other people are not going to go for because they’re going to think it’s too difficult. So, sometimes the more difficult the process, the greater the rewards,” she said.

By January 2024, Infinity IMC had solidified its reputation for creating immersive, multi-sensory experiences in its events. A recent project at Emancipation Park, for example, blended audio, video, and live action to captivate its audience. In its search to innovate within the event rental market, Infinity identified saturation and decided to focus on developing unique, recurring rental pieces that aligned with its sensory-driven approach. This strategy led to the launch of the company’s new venture, Landmark by Infinity, which specialises in creating distinctive, life-sized event pieces.

“A huge part of our client base includes international and development organisations with a global footprint,” Coombs said, explaining the inspiration behind the new venture. “When attending these events, I often thought about what would make a great centrepiece — a multi-sensory focal point that truly stands out.”

Coombs further explained that the company had previously experimented with various event décor elements, such as cut-outs and stick-on designs, but none of these creations seemed to make a lasting impact. The smallest life-sized piece from Landmark by Infinity stands at 6.5 feet tall, though most of the pieces are even larger, typically averaging around 8 feet in height. While not life-sized in the strictest sense, the pieces are designed to be human-sized — proportionate to the average person, who typically stands around 5’5” to 5’7”.

“As someone who didn’t start travelling until much later on in life, it stood out to me that there are so many people in Jamaica who will never see these things in their lifetime based on affordability or any other thing,” Coombs told the Sunday Finance. “So even if we think of it outside of the event space and more like in the educational scenario, these can be conversation pieces.”

Each monument created by Landmark by Infinity is handcrafted by Coombs’s brothers, who bring their artistic skills to the process. One brother specialises in carpentry, while the other focuses on painting, combining their talents to create intricate and unique pieces. Infinity’s Landmark venture has seen high demand for its popular monuments, with recurring requests for iconic structures such as the Eiffel Tower, Big Ben, and the Statue of Liberty, representing Paris, London, and New York. The company also offers custom orders, allowing clients to rent the monuments for weddings, engagements, and photoshoots. Coombs’s vision for the company is both local and global, aiming to serve diverse markets. While it already attracts business from European and North American clients, Infinity is looking to expand its reach to other regions, particularly the African continent.

“I would love to do some more with the African continent, especially for my business and social impact aspect. So really that’s the target: it’s constantly to look at different segments of the diaspora market, the international market that I can work with,” she said.

Landmarks by Infinity logo, officially unveiled at the Courtleigh Hotel, Kingston, on Sunday, November 10, 2024.

Landmark by Infinity’s life-sized, 3D version of the Statue of Liberty prop, which stands at 8 feet tall.