British Driving Genius: Leading edge technology and innovation made simple
Jaguar Land Rover wanted more customers to know about the leading edge technology and innovation in their cars. Both brands are well known for their emotive design, luxury craftsmanship and British heritage but their history and approach to innovation has not been promoted as strongly as it should.
Jaguar Land Rover is a leader in innovation, technology and design. ‘British Driving Genius’ is expressed through the capability and composure of Land Rover and the Art of Performance of Jaguar.
The ‘Innovation Lab’ formed the centrepiece of the 2015 Frankfurt and Los Angeles Auto Shows. A digitally connected space with a series of immersive experiences inviting visitors to engage, explore and understand the benefits of Jaguar Land Rover’s pioneering technologies.
Activations included the aluminium architecture immersion pods, Ingenium engine 360-screen experience and F-PACE dynamic screen exhibit, which showed ‘under the metal’ of Jaguar’s latest addition to the range. The autonomous car sensing technology offered a glimpse of the car of the future and the Range Rover Sport remote control system demonstrated driver vehicle control using a smartphone.
The Lab is also comprised of some highly technical material finishes, including layers of industrial expanded mesh on the walls alongside aluminium and white finishes on the structural aspects of the activations.
During the public days 1.1m visitors attended the Innovation Lab, with 333,405 'screen tap' interactions and 27,057 video views on the interactive screens, plus 397 lead generation for Innovation Lab hosts. Independent research rating user experience resulted in a 90% satisfaction rate with the Inside F-PACE receiving 100%.
We received a Commendation in the Drum Design Awards 2016 in their Experience / Experiential Design Category.