Jaguar: Showroom as digital brand theatre

Collaborators

Design Director

Richard Pittham

Design Lead

Tim Tribe

Senior UX designer

Molly Lewis

Responsibilities

Motion Design,UI Design, Art direction, Deisign system

Software Used

Figma, After effects, Illustrator, indesign, Photoshop, Premiere pro

1.Problem

Alongside the rebrand, this project focused on defining Jaguar’s design system and digital brand principles. As the brand shifts from premium to modern luxury, it needed a showroom presence that embodies its “Copy Nothing” ethos. Transforming spaces from purely sales-driven environments into immersive expressions of the new brand direction.

2.Response

We crafted a seamless digital entry that draws visitors into the Jaguar story, using distinctive brand cues and identity elements. The experience champions originality—showcasing artists, immersive exhibitions, and unconventional digital menus—while enriching the showroom journey with personalised, informative touchpoints that deepen engagement with each vehicle.

2.Response

3.Defining Presence

I helped define Jaguar's digital design system, translating the new brand into a cohesive visual, interaction and motion language. Inspired by the sculptural forms and movement of the Type 0 concept, I created three core digital templates that respond to key exhibition moments, forming a scalable framework for future digital experiences.

5.Immersive

We designed the immersive template for Jaguar showroom exhibitions, enabling branded moments with collaborators who embody ‘Copy Nothing’. Inspired by story-led platforms, content is paced by the visitor with intuitive hand-offs, allowing a self-directed journey at their own rhythm. QR-led entry points keep physical spaces free of text and information, preserving an almost purely experiential showroom while extending narrative depth digitally.

8.Looking Ahead

The first Jaguar showrooms are set to launch in September, beginning in Knightsbridge and Paris, bringing this new digital experience into physical spaces for the first time. Beyond the showroom, the design system has since been applied to the Jaguar app, establishing a consistent digital foundation across the brand. Building on this work, I continued to design future-facing experiences for Jaguar.com, including the global navigation and next-generation vehicle configurator, extending the principles of modern luxury across the wider ecosystem.

7.Informative

We designed the informative template for Jaguar digital showroom journeys as a layer of precise, on-demand detail. Triggered via QR codes positioned beside each vehicle, it reveals pricing, specifications and essential features without disrupting the physical experience. The car remains the focal point—held in space like an exhibition object—while information is revealed progressively, allowing visitors to move between presence and precision at their own pace.

6.Explorative

We designed the explorative template for Jaguar digital showroom journeys, enabling deeper engagement with content such as menus, lists and curated information. This includes applications like restaurant menus for partners who embody the ‘Copy Nothing’ ethos, such as chef Michael O'Hare, where users can search, browse and drill into full details including dishes and drinks. Rooted in the motion principles of the digital design system, the template extends a scalable interaction pattern intended for future digital touchpoints.

4.Impactful Opener

We defined the Impactful Opener as the signature introduction to every QR-led experience. More than a splash screen, it establishes a consistent motion language that instantly feels Jaguar, creating anticipation while revealing the story ahead. Adaptable to any campaign, it provides a recognisable entry point that unifies every digital journey.