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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