October 8, 2013
Jaguar Land Rover is embellishing the Wallpaper* magazine's Handmade "Best of" exhibition until Oct. 22 at London department store Harrods with three concept cars and five collaborated concept pieces that embody the British automaker's design aesthetic and technological advances.
The event marks the Handmade exhibition's first appearance in London, with brands such as Hermès, Louis Vuitton and Harry Winston accompanying Jaguar with handmade pieces. By joining up with brands from diverse backgrounds, Jaguar will be able to reach new audiences from a fresh angle.
"[The Wallpaper* Handmade is] quite an event with bespoke one-of-a-kind artisan products from leading luxury brands alongside luxury lifestyle Jaguar cars," said Marie Driscoll, CEO and chief consultant at Driscoll Advisors, New York.
"It is bound to attract brand aficionados and style enthusiasts," she said. "Very experiential and unique, what consumers want from bricks-and-mortar retail."
Ms. Driscoll is not affiliated with Jaguar, but agreed to comment as an industry expert.
Jaguar was unable to comment by press deadline.
The full Wallpaper* Handmade exhibition took place during Milan's Salone del Mobile. The best pieces from the exhibit are showcased in the debut at Harrods.
Jaguar worked with Wallpaper* magazine to create five concept pieces that are displayed in Harrods' storefront windows.
Each display features a variety of objects, textures, lights and tones to exude a collage that mixes chaos and coherence. For example, one display compresses an adventurer's bravado with items such as a tent, a globe, a stationary bike on a 90-degree ramp and a windsail.
Jaguar collaborated display
Another display with an outfit suspended from strings and a television set broadcasting a dressed-up hand puppet seems to represent a man preparing to go out.
Jaguar collaborated display
In addition to the window displays, Jaguar is also exhibiting the C-X17 concept vehicle, the C-X75 hybrid hypercar and the Project 7 sportscar.
More than 50 handmade pieces from brands such as Hermès, Louis Vuitton and Harry Winston will be arranged across 12 Harrods' windows.
Hermès handmade piece
Jaguar is calling for fans to follow the exhibition and ask questions on its social media pages.
Where to display?
Like most automakers, Jaguar unveils its concept vehicles at major automotive shows.
For example, Jaguar Land Rover sought to rise above other automakers at the Pebble Beach Concours d’Elegance, Pebble Beach, CA Aug. 15-18 with the North American debut of its Project 7 Concept Car, test drives and an exclusive Playboy party.
The British automaker bolstered its scheduled events with a full product line display. Dispersing the brand’s innovations among several areas of engagement likely resonated with discerning automotive enthusiasts (see story).
Also,the brand unveiled its C-X17 Jaguar concept vehicle at the Frankfurt International Motor Show Sept. 10, which introduces a modular aluminum architecture that the brand intends to use for future designs.
The automaker offered scant information regarding the C-X17 vehicle to intrigue fans with the mystery surrounding the event. Since other luxury automakers had released in-depth looks at the models they intended to showcase at the motor show, Jaguar’s ploy to guard its secrets until the actual release likely generated excitement among auto enthusiasts (see story).
For Harrods, housing such a large collection of rare pieces in its storefront windows will almost certainly drive traffic.
"Teaming up with another iconic British brand is smart and I bet it will increase male traffic," she said.
Joe McCarthy, editorial assistant on Luxury Daily, New York