Highlights the marque's history at first London Design Biennale.

Jaguar is staging a laser light installation at the London Design Biennale that takes visitors on a walk through the British marque’s history.

Jaguar is the headline partner of the inaugural edition of the show, which runs for three weeks at London’s Somerset House. Artists and designers from more than 30 countries are exhibiting their work, all on the theme of ‘Utopia by Design’.

Jaguar’s interpretation of that theme is a tour through its storied history, with laser lights marking the way. It starts with a presentation of Jaguar’s past glories at Le Mans, and groundbreaking cars like the E-Type and XJ. It then moves through a laser light show representing the design of current Jaguars, and into the ‘gallery of the future’ which represents the design challenges car manufacturers will face in coming years.

The installation culminates in a laser sculpture designed Jaguar’s Design Director Ian Callum, showing his vision of a car from a utopian future.

Callum said: “We are really excited to reveal out installation for the London Design Biennale and show visitors to Somerset House what a utopian future looks like to us at Jaguar.

"As well as presenting our own installation, we have the opportunity to learn from other artists around the world and see what they have to offer, which is both interesting and invaluable. The final element that will be revealed as part of the installation illustrates our vision for a future which provides a sense of spirit, movement and optimism.”

The show’s director, Christopher Turner, added: “It is great to have Jaguar on board led by Ian Callum, one of the most prolific car designers responsible for the iconic brand associated with world-leading innovation and creativity.”

Events like this are becoming ever more important as opportunities for car manufacturers to present their brand to an audience they might not normally reach.

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Jaguar at London Design Biennale

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Jaguar’s designers have applied their talents to a futuristic installation at a major international exhibition in London.

The team, led by Jaguar Director of Design Ian Callum, revealed their laser-powered display at the inaugural London Design Biennale, a three-week event at Somerset House. Artists and designers from more than 30 countries are taking part, all working on the theme ‘Utopia by Design’. 

Jaguar is the headline partner of the exhibition. The brand is presenting a futuristic vehicle silhouette, with laser displays to tell the compelling story of its past, present and future. Visitors will look at the brand’s rich design history, seeing Jaguar push the boundaries of automotive design with motorsport glory at Le Mans and legendary designs such as the E-Type.

They will then see today’s cars, with a laser-powered light show to present the innovative, lightweight designs of modern Jaguars.

After that comes the ‘gallery of the future’, which traces a path through a rapidly changing world that poses challenges for automotive design, taking in autonomous technology and issues of health and wellbeing.

The installation culminates with a laser sculpture showing Callum’s innovative take on what a vehicle of a utopian future could look like.

Ian Callum, Director of Design at Jaguar, said: “We are really excited to reveal our installation for the London Design Biennale and show visitors at Somerset House what a utopian future looks like to us at Jaguar.

“As well as presenting our own installation, we have the opportunity to learn from other artists around the world and see what they have to offer, which is both interesting and invaluable. The final element that will be revealed as part of the installation illustrates our vision for a future which provides a sense of spirit, movement and optimism.”

Launching at Somerset House today, the London Design Biennale will present newly commissioned works in contemporary design, design-led innovation, creativity and research. Some of the world’s most exciting and ambitious designers, innovators and cultural bodies will gather at the exhibition to explore the role of design in our collective futures.

Dr Christopher Turner, Director of The London Design Biennale, said: “It is great to have Jaguar on board led by Ian Callum, one of the most prolific car designers responsible for the iconic brand associated with world-leading innovation and creativity.”

The exhibition is open to the general public from 7th September at Somerset House.