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Published:
16/07/2009
JAGUAR XJ A WORK OF ART AT SAATCHI GALLERY
Jaguar has unveiled its new Jaguar XJ in London with a 10-day global launch programme at the Saatchi Gallery.
Working alongside integrated communications agency Imagination, three XJs were sited in the Gallery, giving the 750-strong celebrity audience a chance to experience Jaguar’s new design direction.
The former Duke of York’s Headquarters became Jaguar’s ‘embassy’, enabling dealer meetings, media briefings and local market conferences to be held in a rolling programme.
Jaguar’s Experiential Marketing team worked with Imagination to configure the venue to suit the needs of each audience to maximise cost-effectiveness.
Working alongside Jaguar’s engineering and design teams, Imagination created ‘works of art’ fit for the setting, including a wall-hung XJ bodyshell highlighting the car’s extensive use of lightweight aluminium, and a 6m-wide installation demonstrating Jaguar’s unique ‘dual view’ display technology.
A walk-through booth demonstrated the XJ’s exclusive 1200W Bowers & Wilkins digital surround-sound system, while a semi-circular exhibit showcased paint and interior trim options.
Douglas Broadley, CEO & Global Creative Director of Imagination, commented: "Jaguar are delighted with the way we have interpreted their brief and worked in an integrated fashion with all disciplines within their business, helping them to bring meaning to the new Jaguar."
