Tag: Art Basel Miami 2024

Editor’s Note: Jaguar’s been raising a bit of an uproars these last few weeks as it wiped away its historic imprint on the internet, replacing it first with avantgarde androgynous fashion video shorts and then hints of a car. Now, ahead of the launch of its roadgoing new EV products, it’s unveiled the Type 00 Concept that’s a bold and brutal design laden heavily with high fashion color and materials? Is it a brilliant move or a grand folly? Time will tell.

Whatever the answer, it’s a bold take on color and naming those colors was a key part of the initial message. So, while not a car on the road just yet, we have no doubt these colors will be watched closely, and with similar polarizing responses.

PRESS RELEASE: JAGUAR UNVEILS TYPE 00. UNMISTAKABLE. UNEXPECTED. DRAMATIC.

Introducing an unmistakable, unexpected and dramatic physical manifestation of Jaguar, as the brand continues its transformation. 

[source: Jaguar]

• Jaguar is recapturing its original ethos to ‘Copy Nothing’. Following the debut of its bold new visual identity last month, the next step on its transformational journey has been revealed in the form of a distinctive design vision concept
• Jaguar Type 00 is an example of Jaguar at its best. A fearless statement. An object of desire. A concept with bold forms and exuberant proportions to inspire future Jaguars
• Unique and different to the norm. Visionary design defies electric vehicle convention, featuring a long bonnet, sweeping roofline, fastback profile and 23‑inch alloy wheels for a dramatic silhouette
• Type 00 showcases Jaguar’s vibrant new identity. Symbols of change highlight the transformation, inspired by Jaguar’s rich heritage, including the leaper – a precious mark of provenance
• A fearless new face for Jaguar. Flush surfaces. Glassless rear tailgate and panoramic roof with body‑harmonised glazing create a sense of sculpture
• Type 00 is presented in two colours, dubbed Miami Pink and London Blue – the former reflects the iconic Art Deco surroundings of its reveal, the latter references its British heritage
• Global re‑emergence of Jaguar at Miami Art Week emphasises its purpose as an advocate for art, in a celebration of British artists and creativity
• Jaguar’s first reimagined production car will be an electric four‑door GT – to be revealed in late 2025 and built in the UK. See: www.jaguar.com/copy‑nothing
• New model will use dedicated Jaguar Electric Architecture (JEA) and target a range of up to 770km WLTP (478 miles) and 430 miles (692km) EPA*, and adding 321km (200 miles) of charge in as little as 15 minutes* 

In Miami, Jaguar’s transformation into an electric‑only brand with an elevated family of highly desirable and exclusive new luxury vehicles continues. This transition extends beyond the products Jaguar designs and engineers; it represents a reimagination of the entire brand.

Introducing Type 00. The physical manifestation of Jaguar’s new creative philosophy – Exuberant Modernism.  
 

The ‘Type’ prefix is a link to the brand’s provenance, to models like the pioneering E‑type. The first zero references zero tailpipe emissions. The second represents its status as car zero in our new lineage. Its visionary design defies electric vehicle convention with a long bonnet, sweeping roofline, 23‑inch alloy wheels, fastback profile and boat‑tail to create a dramatic silhouette with sophisticated, modernist surfaces. This design was enabled by our unique and dedicated architecture 
JEA (Jaguar Electrical Architecture).

Exuberant Modernism

Jaguar’s new creative philosophy is founded on three fundamental characteristics and expressed in every part of the brand and everywhere it appears – represented in both a new artistic visual identity and the way it builds relationships with clients.

• EXUBERANT. Vibrant, uninhibited and fearless. In the vehicles it creates and moments it curates
• MODERNIST. Future‑facing, curious and inspired by the world. Respectful of the past, not dictated by it
• COMPELLING. Holistic, sensory and extraordinary. Generating meaningful connections with clients

Capturing the Spirit of Jaguar

Type 00 is a prelude to a future generation of Jaguars that will recapture the spirit and essence of the brand at its best. Our start point was a blank sheet of paper from both a design and engineering perspective. A new and unique architecture, JEA, was developed from scratch to enable the dramatic design of Type 00. This dedicated technology platform will ensure clients experience a captivating driving experience, engaging handling and exemplary ride comfort. 

The latest electrification technologies and awe‑inspiring designs will make future Jaguars stand out in an increasingly homogenous EV market. 

Built in the UK, the first new‑generation production Jaguar will be a four door GT to be revealed in late 2025. It will target a driving range up to 770km (478 miles) WLTP* or 430 miles (692km) EPA*, on a single charge and adding up to 321km (200 miles) of range in as little as 15 minutes when rapid charging.*  

Exclusive Brand Stores

Jaguar will come to life in a select number of exclusive brand stores for clients around the world. These environments will present an immersive step into the world of Jaguar, embracing their setting and local culture and be complemented by a wider global network of luxury retailers. Jaguar’s first new brand store will be in the heart of the luxury fashion district of Paris, in the 8th arrondissement.

Dramatic Exterior

The confident new face combines upright, flush surfaces with the new Jaguar device mark at its centre. A distinctive and precise front light signature emphasises the corners of the car, giving width and grounding it. 

The side profile is dominated by bold proportions, with the Jaguar ‘leaper’ laser‑etched into a hand‑finished brass ingot on each side of the car. These ingots theatrically deploy to reveal rear‑facing cameras that – like the charging ports and front air intakes – remain hidden until needed.

The rear continues the bold statement. A glassless tailgate and panoramic body‑harmonised glazed roof create a sense of sculpture. The rear elevation is defined by distinctive horizontal Strikethrough graphics, which hide dramatic full‑width taillights and emphasise the power and scale of Type 00. 

Just as a pair of E‑types attended its 1961 launch at the Geneva Motor Show, the reveal of Type 00 celebrates two contrasting interpretations of Jaguar’s new design vision. A Satin Rhodon Rose example – dubbed ‘Miami Pink’ in honour of the pastel colours of the city’s iconic Art Deco architecture – is inspired by the distinctive rose colour that brass takes on as it ages. It is joined by a striking Inception Silver Blue model. Dubbed ‘London Blue’, it is inspired by the Opalescent Silver Blue of the 1960s and was chosen to reflect Jaguar’s British heritage.

Captivating Interior

A pair of dramatic butterfly doors and ‘pantograph’ tailgate open to reveal a modernist interior that shares its exuberant proportions with the exterior. The awe‑inspiring cabin features three hand‑finished brass lines which run the length of the interior, with a central 3.2m‑long brass spine that splits a pair of floating instrument panels.

Soothing travertine stone functions as a plinth, supporting the floating seats and central spine. It inspires the rich layered tonal colour palette of the interior. Woven textiles add to the sense of craftsmanship. A tactile wool blend, inspired by handwoven yarns, envelops the two seats, sound bar and flooring. 

A Sensory Experience

Type 00 is an experience for the senses. Its body‑harmonised glazed roof casts a subtle pattern onto the materials inside, bringing textures to life and changing their character throughout the day.

Jaguar’s design team explored new ways of enhancing the interior. Occupants can tailor the cabin to suit their mood using the uniquely crafted Prism case. The objective of this feature is for occupants to engage with the vehicle and extend the concept of customisation and personalisation. It stows behind an exquisitely engineered powered door on the bodyside and contains three totems of natural materials – Brass, Travertine and Alabaster. 

Placing one of the totems inside the centre console tailors the mood of the interior. Everything, from the ambient lighting and unique soundscape to the tailored screen graphics, reflect the properties of the chosen material. Bespoke scents interact with the materials for unprecedented personalisation.

This exuberant and artistic approach to engaging the senses extends to the display screens, where animations are formed through the creative technique of ‘Chiaroscuro’ – using light and shadow to define three‑dimensional objects. 

Symbols of Change

DEVICE MARK: Jaguar’s signature. 

A celebration of modernism – geometric form, symmetry and simplicity. Inspired by Malcolm Sayer, Jaguar’s designer of the C, D and E‑type who uniquely blended science and art to produce timeless shapes in these cars. The geometric letter forms are rotated to create perfect visual symmetry and balance. It creates a modernist form that spells out the distinguished Jaguar name.  

MAKER’S MARKS: The Jaguar ‘leaper’ and monogram. 

The ‘leaper’ is a precious mark of provenance. Now, always leaping forward ‑ it is a signpost of our forward‑facing outlook and a representation of excellence. It is the hallmark of the brand, as it has been since the beginning. 

The new monogram replaces the ‘Growler’ that represented the sound of combustion engines of the past. The new monogram is a discreet artistic motif that incorporates the ‘j’ and the ‘r’ from opposite ends of the device mark. The term ‘opposite’ signifies our approach to do things differently and defy electric vehicle convention. 

STRIKETHROUGH: This bold linear graphic generates a presence and an immediately recognisable visual for Jaguar and symbolises striking through imitation and the ordinary. 

EXUBERANT COLOURS: The exuberant and bold use of colour is a cornerstone of Jaguar’s new brand identity, embedded in its association with art. Always presented with texture or movement.

Artistic Endeavour

Jaguar has earned a reputation for original thinking inspired by the singular vision of founder, Sir William Lyons, who believed that Jaguar should be a ‘copy of nothing’ and that its cars should be considered as artforms. 

Jaguar showcased its creative reimagining at Miami Art Week with a series of curated gallery spaces in two locations. As the Official Luxury Automobile of Art Miami, it presented ‘Jaguar. Exuberance.’ – an immersive exploration of its dramatic new visual language featuring original works by British artists. Then, at the fashion and architectural playground of Miami Design District, Jaguar unveiled its ‘Copy Nothing’ installation for the public global debut of Type 00.