interview: jaguar champions british creativity at miami art week 2024

jaguar shows off rebrand at miami art week 2024

Jaguar has embarked on a bold journey to reclaim its founding ethos: Copy Nothing. This vision, set by founder Sir William Lyons, was reborn in Jaguar’s rebranding, unveiled to the public at Miami Art Week 2024. The centerpiece of this transformation is the Type 00 – a near-production car that embodies the iconic British marque’s Exuberant Modernism philosophy. Alongside the concept car, three British artists interpreted the rebrand through one-off artwork on show throughout the week.

Jaguar unveiled the Type 00 concept car alongside three art pieces

all images courtesy of Jaguar

jaguar’s rebrand reinterpretated by artists

Miami, with its vibrant culture spanning art, architecture and more, was an intentional choice for the public debut of the Jaguar rebrand and Type 00 concept car. As the epicenter of the art world during Miami Art Week, the location provided the perfect stage for the concept car’s unveiling and a curated series of gallery spaces showcasing original works by three emerging British creatives.

‘Miami celebrates sports and creative disciplines in a way few cities can. Its energy aligns with Jaguar’s emphasis on colour and artistic expression,’ explains Richard Stevens, Brand Design Director at Jaguar Land Rover, in an interview with designboom.

Theory of Color by Ibby Njoya

three ‘disruptor’ british creatives

The installations – Theory of Color by Ibby Njoya, Strikethrough Convention by Campbell Addy and Yagamoto, and Theatre of Chiaroscuro by Patience Harding – captured the essence of Jaguar’s reimagined identity and Exuberant Modernism philosophy. Each space invited visitors to journey through themes of evolution, duality, and sensorial experiences. This mirrored the emotional, transformative experience the British marque aims to evoke with its new design.

Strikethrough Convention by Campbell Addy and Yagamoto illustrates this transformation and self-discovery. Through a sequence of movement and reflect, screens and mirrors challenge traditional norms with its video and lighting – just like Jaguar’s bold refusal to conform. Visitors are immersed in a visual evolution, highlighting the role of creative disruption in redefining what luxury and design can mean in a modern context.

Strikethrough Convention by Campbell Addy and Yagamoto

This transformation – challenging norms and redefining luxury design – is central to Jaguar’s self-discovery. Art has been integrated into every facet of its identity. This includes a direct influence on vehicle design, from the color and finishes to even the interior architecture to heighten the interplay between light and shadow. The journey of color – or Theory of Color by Ibby Njoya – blends shades to create a maze of exuberance. The installation empowers guests to see, hear, and feel colors.

‘The satin finishes, paint colours, and even the interplay of light and shadow were deeply influence by their creative visions,’ Richard shared about the British artists’ relation to the Type 00’s debut.

through a sequence of movement and reflect, screens and mirrors strikes through convention

Patience Harding, one of the artist collaborators, contributed organic textures, light, and digital perspectives that blur the boundaries between physical form and digital artistry in the Theatre of Chiaroscuro. The Type 00 sits in the middle of the room, surrounded by four rock formations. Each rock molds a corner of the car on one facade, with all its other sides rough. The result is an installation that serves as a canvas for textures and emotions, elevating the central car beyond a mode of transport to a modern art piece.

‘Initially, there was some scepticism, but the energy and vision these artists brought to the table transformed our approach at Jaguar,’ admitted Richard.

Jaguar’s creative process extended beyond the design studio, fostering a dialogue between artists and corporate teams. Campbell Addy’s infectious enthusiasm was particularly pivotal, galvanizing the teams and setting a precedent for future projects. This synergy exemplifies the British marque’s belief in balancing emotion and rationality, creating a brand strategy that deeply connects with a younger audience.

Theatre of Chiaroscuro by Patience Harding

The iconic British marque’s transformation doesn’t stop with its now fully-electric vehicles or Miami Art Week. Jaguar is reimagining retail spaces as immersive environments that reflect local cultures while staying true to its core identity. These luxury brand stores will debut in global cultural capitals, beginning in Paris’ 8th Arrondissement. Drawing inspiration from reductive architectural principles, these spaces will use light, color, and shadow to weave Jaguar’s narrative into their surroundings, offering customers a multisensory experience that extends beyond the showroom.

Harding’s reimaging of the Type 00 blurs the boundaries between physical form and digital artistry

‘Our focus is on working with artists, not just as collaborators but as co-creators of the Jaguar world,’ concluded Richard Stevens, Brand Design Director at Jaguar Land Rover, to designboom.

The artistic partnerships shown during Miami Art Week 2024 are just the beginning. This vision extends to future vehicles, retail spaces, and even broader cultural projects. By amplifying British creativity and embracing regional nuances, Jaguar is poised to redefine luxury not as exclusivity but as an expression of identity and artistry.

project info:

brand: Jaguar

artists: Ibby Njoya, Campbell Addy and Yagamoto, and Patience Harding

concept car: Type 00

event: Miami Art Week

dates: 2-8 December 2024