Jaguar Unveils New Design Studio
The new dedicated Jaguar design studio in Gaydon, brings the entire design team into one purpose-built creative space for the first time in Jaguar’s 84-year history.
The new studio is led by Jaguar Design Director, Julian Thomson, and is the most advanced automotive design centre in the world. The studio has been developed to enhance the human creative design process, featuring a whole host of world-leading technologies. At the centre of the design studio lies the ‘Heart Space’ – a collaborative hub which brings together the diverse and creative 280-strong team as it designs future generations of Jaguars. The surrounding areas feature bespoke working environments for the Interior, Exterior and Colour and Materials teams, plus Design Visualisation and Design Technical disciplines.
In order to deliver Jaguar’s interpretation of British design, the designers are from across the globe and from a range of industry backgrounds, varying from fashion, watchmaking, sports and gaming. These backgrounds help utilise different processes and designs to achieve the best possible outcome at Jaguar. With industry-leading technology, Jaguar is able to work on 20 models at the same time thanks to custom-made clay modelling machines, virtual reality (VR) systems and an 11-metre 4K digital display wall known as ‘The Electric’. The floor area of the new Jaguar Design Studio measures over 12,000m2 – an increase of around 33% of the total previous studio spaces based in Whitley.
“Jaguar has a unique heritage as a design-led brand and this will always to be a central pillar of our DNA. The design values and philosophy that were created by Jaguar’s founder, Sir William Lyons, remain the same and this building will allow us to design the very best cars for our customers, far into the future. In the design team, we understand the issues that are facing the automotive industry and can respond accordingly through innovation and creativity.”
“The new facility brings the entire design team together in one hugely creative space. We truly believe that inspiration comes from interaction and collaboration. Our studio is fitted with the latest technologies but, just as important, is the diversity of human expertise and our passion for Jaguar which helps us design the extraordinary.”
Design Director, Jaguar
Two of the studio rooms house a total of ten clay modelling plates, each measuring 20-metres long and capable of accommodating two clays, with a load capacity of 4.5-tonnes. Meaning designers can place interior and exterior models’ side by side to improve co-operation and collaboration between the two disciplines. The plates also feature floor-integrated lifts for the clay models to provide continuous height adjustment to enable the most ergonomic working positions for the Jaguar modellers. The studios are entirely temperature controlled to make sure clay stays in the perfect form to be worked by the 46-strong team of sculptors, while lighting is provided at exactly the right brightness and colour temperature for optimal vision.
“The whole studio has been conceived to refine the design process and make it even more dynamic while maintaining the heart and soul of Jaguar. We consulted the entire design team to create our new home together as a family. That’s a key part of our ethos because we want to encourage even more collaboration and synergy between different design disciplines in the studio, with the community Heart Space at its core.”
Interior Design Director, Jaguar
For further information about the new Jaguar design studio, please contact Harwoods Jaguar today.