perspective

A Look Inside the Nordic Launch of Westwing text Natalia Muntean

Back in Town Sandra Myhrberg text & photography Sandra Myhrbergcopy Dante Grossfeld “WHY THIS BOLD MOVE?” THIS QUESTION HAS BEEN ONEVERYONE’S MIND.The redesign and rebranding of the Type 00 Jaguar come at a time of massive transformation in the automotive industry. Consumers are no longer just looking for performance and luxury; they are demanding sustainability, advanced technology, and a deeper connection with the brands they support. Is Jaguar signalling its commitment to staying relevant in an increasingly competitive and rapidly evolving market?Odalisque visited Paris to see the car first-hand and discovered that Jaguar is ready to redefine what it means to be a luxury automaker in the 21st century by moving towards electric mobility and adopting modern design aesthetics, guided by the slogan “copy nothing”. Not only does it appeal to the environmentally conscious consumer, but it also signals Jaguar’s willingness to innovate and challenge established conventions. Jaguar’s legacy goes beyond technological advancement and sustainability because it has long been associated with exemplary performance, style, and craftsmanship. While adapting to changing consumer expectations and values, the bold redesign of the Type 00 Jaguar risks disrupting that established identity. The question arises: Can a brand so steeped in tradition succeed in pivoting without losing the essence that made it a symbol of luxury and performance. Odalisque Magazine: Jaguar’s new direction is a bold departure from its past. What was the driving force behind this transformation, and how does it redefine what a Jaguar is?When we set out to reimagine the Jaguar brand, we knew we had to become desirable and aspirational for current and future generations. This required us to understand what the brand stands for and to define what we were doing when we were successful and at our best. For most of our history, we were known for producing beautiful, aspirational cars that connected with our clients and fans on an emotional level. We also didn’t play in the volume sector and that was when we achieved most success. So, looking forward, we want to return Jaguar to its natural habitat. We need to ensure we attract a new client base and produce appealing cars that are relevant for future generations. That does not however mean we will forget our current clients. We want to take them on the journey and for them to understand why we need to change OM: “Copy nothing” is a powerful statement. How does this philosophy guide the creative process, and how do you resist the repetition in the automotive industry?Our founder, Sir William Lyons said that Jaguar was at its best when it copied nothing. This mantra was adopted at the outset of our reinvention and will apply to everything we do – the design and engineering of ourvehicles, our brand identity, our brand stores and beyond. The Creative team were given a brief to design a brand ecosystem and products – namely our vehicles, that are a ‘copy of nothing’ – brave, bold and fearless. When you look at Type 00, we have delivered that brief. Rather than look at the expected design archetypes in the electric vehicle arena, we sought to craft our own aesthetic and break convention. Staying true to our ‘copy nothing’ origins has resulted in us presenting something quite unexpected to the world. OM: The term “exuberant modernism” has been used to describe Jaguar’s new aesthetic language. Can you explain what it means inpractical design terms?Exuberant Modernism is founded on three fundamental characteristics, expressed in every part of the brand. Firstly, what we mean by exuberant is that we must be bold, dramatic and vibrant – this applies to our whole brand and all touchpoints, from our vehicles to our upcoming boutiques, digital touchpoints and one-off events. It will be part of the full customer journey. In terms of our vehicles, exuberant speaks to the dramatic proportions, the use of elevated materials and our impeccable detailing. Secondly, “modernist” is a nod to our future-facing vision and innovation. Inspired by modernism, Type 00 and our future vehicles feature sculpted surfaces that are reductive, with clean and bold lines. For us, this aesthetic language will allow Jaguar to be engaging and connect on an emotional level with our audience and customers. OM: Jaguar’s rebranding, from the new logo to the fashion-inspired monogram, feels like a shift beyond automotive design. How does this visual identity align with the brand’s future ambitions?We set out to create a new identity with powerful symbols of change that highlight our brand transformation, all inspired by our provenance. Being brand-led means that we take a holistic approach that goes beyond how these symbols manifest physically on our cars. As a brand, we know that people will likely experience the new Jaguar world for the first time digitally. Taking this into account, alongside the need for Jaguar boutiques and other spaces, we know that our brand symbols will need to be used in many different guises. With this in mind, they have been carefully reinvented and meticulously crafted to ensure they resonate in every interaction with our clients. For example, the new ‘device mark’ is created in a modernist form that spells out the distinguished Jaguar name. It is a celebration of modernity, with a geometric form, symmetry and simplicity. OM: The Jaguar Leaper is one of the most iconic emblems in the automotive world. What was the intention behind redesigning it, and how does it reflect this new chapter?The Leaper is a precious mark of provenance, now always leaping forward – it is a signpost of our forward-facing outlook and a symbol of excellence. It is also layered with our new ‘Strikethrough’ and will be used sparingly and crafted in precious materials and with consideration. It will be discovered in different contexts but remains an important hallmark for our brand. As it has been since the beginning. OM: Step inside the Type 00, and you’re not just in a car, you’re in a curated space. What emotions, textures, and experiences guided the interior design?We have set out to create a space that is bold and has a striking presence whether you are looking in through the window or experiencing it from