First London Design Biennale features Jaguar laser display image

The British brand has found a new and creative way of showcasing its rich history, by staging a laser display to headline the London design show.

The automaker is the headline partner for the shows very first edition, happening over the course of three weeks at London’s Somerset House. Artists and designers from around the world – about 30 countries – will be on point with their works of art on the theme of ‘Utopia by Design’. Jaguar’s own take on the proposal has to do with a theme tour through its history, laser lights marking the way. It all starts with Jaguar’s past glories at Le Mans, as well as breakthrough cars such as the E-Type and XJ.

First London Design Biennale features Jaguar laser display 3

The laser show then moves to the design of current Jaguars, and then into the ‘gallery of the future’ – all culminating with a laser sculpture designed by Jaguar’s Design Director Ian Callum, showing his vision of a vehicle coming from a far and utopian future. “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,” commented the design manager of the British brand.