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Jaguar Land Rover
Goodwood Festival of Speed 2023

The brief

Goodwood Festival of Speed is the UK’s greatest celebration of motorsport and a flagship event for JLR. We were challenged to create an immersive and deeply connected experience to introduce JLR’s new brand pillars for Range Rover, Defender, Discovery and Jaguar.

Our approach

Throughout the ideation process, we embraced a minimalist design ethos to curate a contemporary luxury experience for our 'House of Brands' visitors. We meticulously crafted distinct narrative journeys for each of the four brand pillars, presented within skilfully illuminated, architecturally designed spaces. Clean lines, natural materials, and a bespoke soundscape were selected to immerse visitors in the brand storytelling. The commanding central portal welcomed 95,000 visitors into the heart of the experience, with the dynamic driving experiences for Defender and Jaguar seamlessly integrated into the overall design.

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