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360ºA BRIEFING ON GLOBAL AFFAIRS, BUSINESS, CULTURE & DESIGN
Steve Lidbury, a global portfolio
A selection of work from around the globe during the last 15 years
INTRODUCTION
Background and Approach
ITALY Farbica Design &
Research Centre sponsored
by Benetton, Junior /
Senior Designer
JAPAN Postnormal /
Steve Lidbury Design,
Co-founder and Director
UK Imagination,
Creative Director
issue 1, volume o1
JANUARY 2015
A
B
D
C

ISSUE 01 COVER
ISSUE O1 — OO1
Benetton
Concept Store
Ponzano
PO16—O21
CONTENTS
—January 15
OO2 Introduction
Where I have been, what I have been doing, and why I do it
A
O10 Italy
An experimental, culturally diverse and provocative
environment to grow
B
O48 Japan
A place to explore, develop, make a statement and
build a business
C
138 UK
Into the world of a global communications and design agency
D
B
Jaguar F-type Coupé reveal
Los Angeles
P222—227
D

FORWARD
—Steve Lidbury
My Promise
After completing my Interior Design
degree in London, my Masters Degree
took me from Birmingham UCE out to
the Benetton sponsored Fabrica Research
& Design Centre in Treviso, Italy, where
I completed a two year work scholarship
under the stimulating direction of the
legendary Oliviero Toscani.
Through a combination of
determination, luck and opportune timing
I found myself on a plane to Japan with a
small portfolio of interesting and diverse
built projects ready, as I put it, ‘to see what
Tokyo had to offer and what I could offer
Tokyo’.
In and out of the country on a variety
of tourist visas during the first six months,
I managed to land a job at architectural
firm PAE before moving on to co-found
a small design practice with a collective of
like-minded international designers under
the name, Postnormal; a practice whereby
we established a creative presence through
a series of both collaborative and individual
interior, installation and exhibition projects
in the capital city.
This in turn led me to start up my own
company, Steve Lidbury Design Studio
where the studio became a respected player
in ‘thinking design’; the thoughtful and
provocative in commercial creativity.With
a portfolio of completed projects in Japan
and China published by the international
media, the studio flourished and as such
was recognised as a flagship for British
design in Japan.
Passion
My work is my passion, pure and
simple. I don’t decipher between private
life and work life as I believe they are really
just two sides of the same coin. Always
needing to be thinking, always switched
on, searching, observing, questioning; like
a sponge soaking up all aspects of what life
has to offer us, I believe in pouring that
energy into my teams, work colleagues,
clients and friends.Without this, there
would be no ideas generated, no innovation
implemented, no creativity on offer.
Creativity
Through my work, I look to create
what has not yet been imagined – that is
how I define it. My aim is always firstly to
enrich people’s lives through the inspiring
medium of design and communication, and
to enhance the perception and personality
of the brands I work with. For this, look no
further than The Big Idea. It is the essential
primary ingredient to every project which
drives on a team to produce the best work
towards a more creative future.
Strategy
In the consumer world, creativity for
brands and businesses means nothing
unless based on real-world insights and
thorough strategic planning. I believe the
intrinsic link and fluid relationship between
strategic and creative development should
be at the heart of any project. A prerequisite
to effectively deliver true value to the brand
and transform its business by creating
greater revenue and profit.
Yearning for a fresh challenge and
another culture in which to think, breathe,
explore and create, I returned to the UK
after ten years to ultimately take up the
position of Global Creative Director of the
Luxury Automotive Group at Imagination,
creating brand experiences for the likes of
Jaguar, Land Rover, Aston Martin, Rolls-
Royce and Mazda. After five years of hard
work, mass growth, some series air miles
clocked, fantastic fun and groundbreaking
creative projects, I now contemplate what
the Next Big Project and my next challenge
will be.
Steve Lidbury
ISSUE O1 — OO3OO2 — ISSUE O1
Experience
As the world continually redefines itself
and we rush to keep apace, brands are
continually looking to re-invent themselves
to be more relevant to more people. Passive
viewing of broadcast messages wash over
sceptical consumers as they no longer want
to listen to what brands have to say; rather,
they want to experience how they behave
and have a two-way dialogue with them.
Because brands are increasingly being
valued by the experiences they can offer,
my goal is always to create compelling
consumer experiences that live long in
the memory.
Collaboration
No project can be achieved without a
fantastic team of people behind it. I work
in a collaborative way where everybody
is respected and appreciated for their
role and value. I work with architects,
3D and 2D designers, account directors
and strategic planners, art directors, film
makers, storyboard artists and copywriters,
digital producers, lighting experts and
musicians, creative producers, production
managers and contractors.When working
together with commitment and integrity,
unbelievable results can be achieved.
Fun
I have fun when I work. If I’m not
enjoying making it, then people are not
going to enjoy experiencing it.Yes, design is
hard; it’s difficult and it’s stressful, but we
need to have fun with it, otherwise how can
we truly create the future?
A

MY JOURNEY SO FAR
Timeline
A
1977 2010–1995 1998 1999-20012000 2001 2001-2003 2001 2004 2009
Date of birth Graduated with
BTEC National
Diploma in general
art & design at
Thurrock College
of Design, England
Graduated
with Bachelor
of Arts (hons)
Degree in IDEA
(Interior Design
Environment
Architecture) at
Ravensbourne
College of Design
& Communication,
England
Won silver prize
in the IDDA
Contemporary
Spatial Design
Award.
Graduated with
Masters of Arts
Degree and Post
Graduate Diploma
in interior design
& information
technology at
Birmingham
University of
Central England
Worked at Fabrica
Research & Design
Institute as junior-
senior designer
under the creative
direction of Oliviero
Toscani in Treviso,
Italy
Received private
sponsorship for a
three month travel
research project to
Tokyo, Japan
Joined PAE
Design & Facility
Management as
a creative design
consultant in Tokyo,
Japan
Co-founded
Postnormal design
studio in Tokyo,
Japan
Disbanded
Postnormal design
studio
Established Steve
Lidbury Design Inc.
in Tokyo, Japan
Sessional lecturer
KIDI’s Parcons,
Japan
Sessional lecturer
at Ravensbourne
College of Design
& Communication,
England
Joined TP Bennett
as Design Director
of new retail
division
Joined Imagination as
Creative Director of
Luxury Automotive
Group
MY
JOURNEY
SO FAR

I’m here to explore the world. Nothing
stimulates me more than to go to new
places, meet new people and experience the
way they live their lives.Whether privately
or on business, for a single day or a number
of years, immersion into cultures unknown
allows me to understand more about
people, their needs and desires, beliefs and
behaviour, their way of being, and their
experiences of living, dining, shopping,
socialising, working and so on.
Not only do I simply love it, but more
importantly, I find it essential to be able
to do what I do - creating and designing
compelling experiences for a globally
connected, mobile, active, diverse and
demanding audience. In the world we now
live, the pressing agenda for polycultural
design and communication has never
been more critical.
MY PREFERRED LOCATIONS
Global
A
WHERE I GO
01 Japan
02 Korea
03 China
04 Guam
05 Thailand
06 Italy
07 France
08 Germany
09 Spain
10 Portugal
11 Switzerland
12 Cyprus
13 Greece
14 Turkey
15 Dubai
16 Singapore
17 Maldives
18 Austria
19 Denmark
20 Kenya
21 Tanzania
22 USA
23 Brazil
24 Canada
25 Egypt
26 UK
0102
03
0405
06
07
08
09
10
22
23
24
12
14
15
16
17
18
19
26
26
20
21
13
11

WHO I’VE WORKED WITH
Brands
A
WHO I’VE
WORKED WITH
obi

ITALY
ISSUE O1 — O11O10 — ISSUE O1

Described as a modern day Bauhaus,
Fabrica is a design institute bringing
together diverse peoples, cultures,
beliefs and working methodologies as
one institution. It actively promotes
provocative creativity, cultural diversity
and encourages constant debate on a
wide spectrum of design and social
related topics.
Within this fluid environment
I was able explore a cross-
disciplinary approach to design and
communication, where I worked
alongside architects, interior, product
and exhibition designers, graphic/
art directors, fashion designers,
film makers and musicians. Being
surrounded by such diverse talent
provided a dynamic framework for me
to develop a way of thinking, an ethos
to explore with freedom, and a design
language and style to experiment with
and hone.
FABRICA
DESIGN &
RESEARCH
CENTRE,
SPONSORED
BY
BENETTON
—Italy
ITALY
Fabrica
B

Project:
Benetton Concept Store
Client:
Benetton S.P.A (Fabrica S.P.A Project)
Location:
Ponzano, Italy
Size:
120sqm
Completion:
February, 2001
BENETTON
CONCEPT STORE
—Ponzano
The
non-
colour

ITALY
B
Project Description:
Interior design for the United Colors
of Benetton showroom store which
displays the brand’s latest fashion
lines and products to their worldwide
clients. In response to the colorful
nature of the merchandise, the interior
is a composition of pale-hued surfaces
and components.The main one, being
the curvaceous translucent modular
wall system that peels down from the
suspended ceiling and runs throughout
the store, which ultimately defines the
atmosphere and shape of the space.
This ‘floating’ component creates a
series of intriguing perspectives, light
and shadow conditions and a soft
partitioning of the internal spaces.
It also incorporates a sophisticated
system of attachments, which function
as flexible display units offering a
wide variety visual merchandising
possibilities.

ITALY
B

ITALY
Colors Extra/Ordinary
Objects
B
COLORS
EXTRA /
ORDINARI
OGGETTI
—Florence
Project:
Colors Extra / Ordinary Objects
Client:
Colors Magazine
(Fabrica S.P.A Project)
Location:
Stazione Leopolda, Florence.
Size:
460sqm
Completion:
June, 2000
Extraordinary
objects

ITALY
Colors Extra/Ordinary
Objects
B
Exhibition design celebrating the
launch of Colors Extra/Ordinary
Objects book.The book contains
images of hundreds of fascinating,
peculiar and rare objects collected
by Colors magazine over a period
of ten years. Ironically, the concept
of the exhibition is based on a single
object that most people throughout
the world would recognize: the toilet
roll.The role of the toilet roll in this
design is as a building block.There
are approximately 40,000 interlocking
rolls, composed to form the letters
C-O-L-O-R-S which run the length
of the exhibition site. light boxes
displaying the objects are inset to
the walls of the letters and as visitors
move around the space interactive and
choreographed music and lighting
brings the exhibition alive with color
and sound.

SPAZIOCASA
DI VICENZA:
NOMAD
—Vicenza
Project:
Nomad Exhibition
Client:
Spaziocasa di Vicenza (Fabrica S.P.A Project)
Location:
Vicenza, Italy.
Size:
80sqm
Completion:
January, 2000
A bag for
all things

ITALY
Nomad: A Bag
for all things
B
Prototype development
Supporting exhibition design for the
Nomad Bag furniture concept.The
exhibition was split into two zones.
The first, a darkened area displaying
the product and short films explaining
the background and research of the
project.The second, is a bright and
minimal environment that visitors
pass through the middle of. It is a
representation of a nomadic living
space. Apart from a table, fridge
and television, the only furniture are
Nomad Bags - fifty of them being
utilized in all their potential functions,
ready to be picked up and taken to
their next location.

ITALY
Base:
Daily Dose
B
BASE
Daily
dose
Never waste soap or shampoo
again with daily capsules of either
stimulation (black) or relaxation
(white) goodness. Once opened and
the liquid squeezed out, the capsule
will dissolve in water.

PORSCHE
THUNDERBOLT
—Italy
The power
of 911
Project:
Thunderbolt
Client:
Porsche (Fabrica SPA Project)
Date:
April, 1999
Illustration design for the 1999 Porsche
911 tour racing car in Italy.The
illustration represents a thunderbolt
of lighting in the nighttime sky. It is
an expression of intense, unnerving
and beautiful power, which ideally
compliments the image of a Porsche 911.

ITALY
FabricAndo:
Twisted Norms
B
FABRICANDO:
—Treviso
Twisted
norms
Project:
Fabricando
Client:
Self-Produced
(Fabrica S.P.A project)
Date:
1999-2000

Photography montage series
conceived and executed at Fabrica
Research & Design Institute in Italy.
This collection of photographic
imagery depicts the final years of
Fabrica’s construction process.To
achieve this, shots of the building were
taken approximately every week over
a duration of one and a half years.
The style of montage developed was
in response to and dedicated to the
working methodologies employed
by the designers and researchers at
Fabrica (that of cross-disciplinary
and cross-cultural interaction to attain
highly conceptual levels of creativity),
and is displayed as a permanent
exhibition in the main building.
ITALY
FabricAndo:
Twisted Norms
B

ITALY
FabricAndo:
Twisted Norms
B

SELF PORTRAIT
Introspective

JAPAN

POSTNORMAL /
STEVE LIDBURY
DESIGN
—Japan
Although having traveled probably to
more places than most 23-year-olds, Japan,
and by extension the rest of Asia, was
new territory for me in which to broaden
my horizons.Therefore, the assimilation
to my host culture would prove to be an
inspiring challenge alongside that of making
an independent creative statement on the
bubbling Tokyo design scene.
‘Learning by doing’ became my
mantra as I set about the task of not only
creating interesting design projects but also
establishing my business, developing it’s
identity and principles, building a client
database, promoting it, and sustaining
it through a number of years.
The studio specialized in retail,
hospitality, leisure and the workplace across
multiple disciplines of interiors, exhibition,
installation, furniture and graphic design
in the mid to high-end market, quite
predominantly in the category of fashion.
From small, unique one-off projects, to
20+ shop roll-out programs we aimed to
create unique environments for brands
with a visually bold design statement that
expressed their spirit, were memorable, fun,
rich in experience and purest in approach.
1999
2000

2001 2003
2004
2002

2005

2006
2007

2008

JAPAN
Sunao Kuwahara
Boutique
C
SUNAO
KUWAHARA
BOUTIQUE
—Tokyo
Project:
Sunaokuwahara
Client:
A-net Inc.
Location:
B1F b6 Jingumae, 6-28-6, Jingumae,
Shibuya-ku,Tokyo, Japan
Size:
141.4sqm
Completion:
September, 2006
An ode to
asymmetry

JAPAN
Sunao Kuwahara
Boutique
C
Sunao Kuwahara is one of Japan’s
most successful fashion designers
and is part of the famous A-net
group (TUMORI CHISATO, zucca,
Ne-net, FINAL HOME, Plantation,
mercibeaucoup,); and so to be asked to
design the interior for Kuwahara’s new
flagship store in Harajuku, the hot-spot
fashion district of Tokyo, was indeed a
privilege for SLD.
The interior architecture has
been conceived in response to initial
images of wood and stone presented
as part of the brief from Kuwahara.
Essential to any high quality interior,
the different material balance and
combinations has proved key to the
concept. Used scaffold wood and
mortar, partially mixed with traditional
‘sumi’ calligraphy ink powder to
create an inconsistent finish have been
juxtaposed with varying dimensions
and compositions of glass paneling
(some with smoked-grey transparent
film) and mirrored finishes throughout
the interior. This has created not
only a engaging contrast of textured
and smooth, matt and gloss, depth
and transparency, permanence and
ephemerality; but has also formed
clean divisions and intersections of
coherently light spatial volumes. It
is this analysis between visual and
physical boundaries of environment
that suggests a new language of the
built domain within a commercial
context.This affords visitors with
a subtly shifting environment as
they journey throughout the shop; a
series of dynamic views emerge and
encourage exploration and anticipation.
Immediately at entrance and upon
exploration the clothing and accessory
merchandise is presented strikingly
clear, almost suspended in time, and
back dropped with abstracted frames
of the interior.The clear result is an
articulated harmony of brand, product
and the built interior environment.

SMACKY GLAM
—Various locations,
Japan
Jewellery
box
Project:
Smacky Glam
Client:
Sanyo Shokai Ltd.
Location:
Tokyo, Kyoto, Osaka, Fukuoka,
Tochigi, Miyagai, Chiba, Nagoya and
Sapporo, Japan
Size:
22-160sqm
Completion:
April, 2005

JAPAN
Smacky Glam
C
Interior concept and design
prototype for a chain of 17 Smacky
Glam concession stores. Smacky
Glam is a new Japanese fashion brand
produced by Sanyo Shokai Ltd, whose
target are the youngest generation of
‘Office Lady’ consumers.The shop
concept is derived from the idea of an
opened ‘gift-box’, like that for jewelry
or chocolates. Each shop, in each
location is a different size and form of
gift-box that nestles within the existing
condition and opens up onto the aisles
of the department store, intriguing
potential consumers and encouraging
exploration.The atmosphere embodies
a sense of luxury and glamour by
combining such materials as white
leather wall tiles, soft carpet, highly
polished furnishings with pink leather
inserts and white LED lighting with
mirrored surfaces.The wall-mounted
and freestanding display units are
unique in terms of their angular form,
merchandise display method, and
their flexibility to change configuration
according to new seasonal clothing
ranges.This, coupled with a color
palette of shocking pink, charcoal grey
and brilliant white, results in a strong,
coherent and sensual brand identity
that offers a unique and memorable
experience in each shop visited.There
are presently 17 Smacky Glam shops
open in all major cities throughout
Japan.

JAPAN
Special Feature
Harajuku Culture
C
Explore the Different Styles
of Harajuku Culture
by Michael Strickland
These days, Japan is as known
for offbeat trends as it is for sushi.
For the country that gave the world
Tamagotchi digital pets, maid cafes
and honey dolls, hordes of teenagers
dressed up as anime characters and
caricatures of Western culture memes
are par for the course.The hub of this
youth-oriented, street-fashion craze is
the area surrounding Harajuku Station
in Tokyo.
And it’s not a new trend. Harajuku
culture got its start during the postwar
Allied occupation of Japan, when
American soldiers and civilians lived
in the area. Curious Japanese youths
came to experience a different culture
and browse the Western goods in
local stores catering to the Americans.
Eventually, fashion designers and their
Cosplay
Cosplay, or “costume play,” involves
assuming the persona of a well-known
character from a movie, game, band or
manga (comic book).This means not
just dressing up in a costume to look
the part, but also acting the part.
Lolita
This style carries none of the
Western sexual connotations that
the term “Lolita” evokes, instead
embodying a modest look based on
Victorian-era fashion.The typical
Lolita wears a cupcake-shaped knee-
length skirt with petticoats and knee-
high stockings, though the style often
includes full-length skirts, corsets and
headdresses.
Punk
Inspired by the punk-rock era, the
punk style features all the hallmarks
of rebelliousness: leather, piercings,
chains, zippers and boots, with clothing
generally in dark colors or plaid.
Gyaru
A term transliterated from the
English word “gal,” gyaru style is
typified by an overtly childish, girly
look, often seen as a caricature of the
typical American teenager. Bleached
or dyed hair, and garishly decorated
makeup and nails are de rigueur.
Clothing styles vary, based on which
gyaru sub-style is chosen.
Ganguro
Ganguro style (roughly translated
as “black face”) takes the girly-glam
gyaru style to a whole new level.
You can tell a ganguro girl by her
deep artificial tan, hair dyed orange,
blonde or silver and black-lined eyes
surrounded by white eye shadow.This
look is often accessorized by facial
gems and stickers, false eyelashes,
platform shoes and brightly colored
clothing.
Yamanba/Manba
As if ganguro wasn’t unconventional
enough, yamanba and manba styles
carry ganguro to even greater extreme.
The tan is much darker, often brown;
the makeup is even more radical,
almost clown-like; hair colors are
usually neon, often in dreadlocks.This
style’s name, unsurprisingly, originates
from “Yama-uba,” a mountain hag
from Japanese folklore.
Visual Kei
Visual kei (“visual style”) is
characterized by the use of garish
costumes, flamboyant hair and makeup
and an androgynous look. Originally
a movement within Japan’s music
scene, the style was adopted by fans
emulating their idols, making it in some
ways a form of cosplay.
The popularity of Harajuku fashion
and culture has gone international,
with regular Harajuku-style meetings in
many countries -- including a “Muslim
Lolita” gathering in Malaysia and even
a new “Harajuku Mini” children’s
clothing line in Target stores launched
by Gwen Stefani.
entourages settled in the area, calling
themselves “the Harajuku tribe.”The
movement got a boost when the 1964
Tokyo Olympics brought in waves of
tourists and shops that catered to them.
Today, the Harajuku area is not just
the center for fashion-forward Japanese
youth. It’s also one of the world’s
fashion centers. Omotesando, one of
the main streets, has been compared
to Paris’s Champs-Elysees, with Louis
Vuitton, Chanel and Prada recently
setting up shop.The district’s other
main drag,Takeshita Street, is the focal
point for gatherings every Sunday by
Japanese youth dressed in the many
different styles of Harajuku culture.
These styles constantly change; as
some are abandoned, others evolve and
many are often combined. But these
are some of the more popular and
enduring styles you may see on any
given Sunday:
Harajuku
culture and
trends
SPECIAL
FEATURE

JAPAN
Addition
Adelaide
C
ADDITION
ADELAIDE
—Tokyo
Minimalism
exposed
Project:
Addition
Client:
Addition Adelaide W LinksY.K.
Location:
Omotesando in Tokyo, Japan.
Size:
30sqm
Completion:
September, 2004

JAPAN
Addition
Adelaide
C
Interior design concept for the new
men’s section of the Addition fashion
select shop situated in the heart of
Omotesando’s fashion district. Brand
sold are from renowned worldwide
talents including Raf Simmons,
Bernhardt Willhelm, Jens Laugesen
Rick Owens and Bless among many
others. Characteristics of the brands
are their use of unique manufacturing
techniques and material combinations.
The interior concept identifies this as
it’s point of origin through means of
a sophisticated relationship between
the materials (aging concrete, grey
wood, white steel, glass, polyurethane),
surfaces and sharp-angled forms.
There is a conceptual fusion of low
and hi-tech elements, raw and smooth
finishes, and a future/contemporary
approach to the unconventional display
and shopping methodology.Thus,
the interior addresses the notion of
observing and respecting the past
whilst contemplating the future,
in an understated and restrained
manner through means of a carefully
articulated and coherent architectural
application.

INDIVI VAI
Everyday
glamorous
Project:
Indivi Vai
Client:
World Co., Ltd.
Location:
Daimaru 3F, 4-7, Nishi Kita 5 Jyo,
Chuo-ku, Sapporo, Japan.
Size:
90.9sqm
Completion:
March, 2007

JAPAN
Individi Vai
C
04
From Indivi to Indivi Vai – The
inspiration for the new Indivi Vai store
interior design naturally begun with
the study of the existing Indivi ladies
fashion brand and is based on the
transformation of key brand words &
philosophy into physical atmosphere,
forms and materials. In terms of it’s
consideration to the existing Indivi
brand; maintained and harnessed is
it’s attention to geometry, but with a
dynamic and material progression
into something more unique, with a
higher sense of surface quality, color
balance and overall sophistication and
refinement.This is achieved through
the geometrical composition of walls
and surfaces which instantly erase
memories of the ‘outside world’. Thus
created, are a series of dynamic views
that have a strong sense of perspective,
line and depth, and that draw
customers into and throughout the
shop. The angular (yet ordered) style
of the interior geometry is what creates
a dynamic, sharp and sophisticated
retail environment substantiating the
key virtues of the brand to enhance
and sell the Indivi Vai collections.

JAPAN
Rubyrivet
C
RUBYRIVET
—Tokyo
Classics
redefined
Project:
Rubyrivet Aquagirl
Client:
World Co., Ltd.
Location:
1F, Lumine Est, Shinjuku,Tokyo
Size:
49.5 sqm
Completion:
April, 2006

JAPAN
Rubyrivet
C
to early European styles; such as
crossed patterning, draped curtains,
wallpapering and chandeliers.These
were contextualized through means
of a creative design process evoking a
modern and contemporary style, which
in turn became accented components
within the interior. Curtains have been
reinterpreted with beads chains offset
from subtle patterned wallpaper and
as general partitioning within the shop;
two striking chandeliers dominate the
environment whilst complimenting
the swaying beads. And perhaps the
most significant brand element that
enhances the interior design is the
crossed patterning incorporated at
varying scales to different materials,
walls and flooring. It is also combined
in balanced composition with the
Rubyrivet logo as a graphic motif,
applied as an accent feature to the
merchandise display units.This has
resulted in a coherently branded
interior architecture; contemporary,
stylish and inviting for consumers.
Five shops have been successfully
completed in the department stores of
Lumine Est & Mylord (Tokyo), Marui
(Osaka) and Parco (Nagoya), with
more presently underway to open in
2007
In late 2005,World Co., Ltd.
approached SLD to create the interior
design blueprint for the stores of
their latest fashion brand to hit the
high streets of Japan.The new brand,
Rubyrivet Aquagirl (sister brand of
the existing and hugely successful
Aquagirl) is targeted at late-twenties
career women with a sense of their
lifestyle needs.The underlying theme
of the interior atmosphere requested
by our client was to create a clear
and modern impression within a
somewhat classical and ‘European’
environment, whilst offering a sense
of affectioness and warmth.We
successfully achieved this through the
study of classically enduring elements
with loose and notional references

XLMS
—Various, China
The walls
within
Project:
XLMS
Client:
Roman Deco
Location:
Shanghai, Hong Kong, Beijing,
Ningbo, Nanjing, Hangzhou,
Changchun and Suzhou, China
Size:
40-300sqm
Completion:
September, 2003

JAPAN
XLMS
C
Interior concept and design
prototype for a chain of XLMS
flagship, concession and showroom
stores. XLMS is a new Chinese fashion
brand by Roman Deco Ltd, whose
target are late-twenties Chinese women
with a sophisticated, independent
and international approach to life,
but whom still possess a nostalgic
sense of their heritage.The prototype
concept touches on an ancient
Chinese approach to life of high-
walled segregation and the privacy it
offers. In the contemporary context
of a fashion boutique, this notion is
achieved through means of a ‘ribbon’
which runs throughout every shop,
dissecting and dividing the overall
environment into a series of smaller,
walled zones.The walls created have
discreet splits, extrusions and voids
which offer consumers dynamic views
into other areas.They also incorporate
a family of furniture displays with
flexible and versatile fixtures, adaptable
to the needs of ever-changing visual
merchandising strategies. Each shop
embodies the brand’s identity whilst
offering a unique spatial configuration
in each location.There are presently 29
XLMS shops open in all major cities
throughout China.

JAPAN
Eat
C
EAT
—Tokyo
The written
word
Project:
Eat Office
Client:
Eat creative k.k
Location:
4F Mita Hillside Building, 4-1-9,
Mita, Minato-ku,Tokyo, Japan
Size:
125sqm
Completion:
January, 2006

JAPAN
Eat
C
The design for Eat’s new office in
Tokyo addresses our client’s request
for a unique space that represents
who they are and one they would be
proud to invite their clients to. The
conceptual inspiration began with
breaking the dull predictability of
the existing building condition by
introducing raw, unexpected materials
and finishes such as masonry, chip
board and urethane combined with
an unusual color palette not normally
associated with conventional office
interiors. In terms of the spatial
concept we have designed an
architectural framework based on
the idea of allowing individual chaos
(creativity) to reign, within a controlled
environment.This has been achieved
through a series of partitioning systems
and playful signage that articulate a
sense of zoning by dividing the areas
according to the activities taking
place within them, whilst remaining
perfectly integrated to the whole.
Thus, a powerful relationship and
mutual consideration exists between
different zones and staff teams which
encourages collaboration and suggests
a coherent and unified overview; very
much a reflection of Eat’s approach to
their project work.

OBI SUPPER
LOUNGE
—Tokyo
Fusion
Project:
Obi Supper Lounge
Client:
Womb Nightclub, Form K.K.
(Produced by Soulmate)
Location:
Shibuya in Tokyo, Japan
Size:
104sqm
Completion:
June, 2004

JAPAN
Obi Supper
Lounge
C
Interior design renewal of the
basement bar Obi Supper Lounge, in
Womb nightclub.The bar functions
as a tea and sake lounge, exhibition
and gallery space for artists,V.J’s and
photographers, as well as a chill-out
area at weekends for Womb’s night-
clubbers.The client requested a strong
sense of cultural cross-over between
Japan and the West, with a hip and
contemporary vibe.The resulting
interior spatial concept aims to blur
those boundaries by fusing traditional
Japanese components and taste with
contemporary Western sensibilities
and ideals.The Japanese elements
used though, are traditional in essence
but not typical in their application
(‘tatami’ table and seat surfaces,
abstract ‘sakura’ motif furnishings,
artificial ‘shoji’ facades).With these
unusual applications, the environment
destabilizes preconceived notions of
‘Japan meets West’ and thus, creates a
sense of subtle displacement amongst
users. A further sense of coherent
displacement is achieved by the subtle
angles on all furnishings, which in turn,
combine together in a variety of spatial
configurations boasting no less than ten
schematic layouts, each appropriate for
Obi’s wide range of nocturnal activities.
The different textures and changing
ambience of light gently contrast with
the sharp-edged backdrop of white,
varying charcoal grey shades, black
and dashes of vibrant green, creating
a unique bar and lounge space that is
cool, yet invigorating.

JAPAN
Tanquery
C
TANQUERAY
—Tokyo
Classic meets
contemporary
Project:
Tanqueray House Mini-bar
Client:
Diageo Moet Hennessy K.K
(produced by Cibone)
Date:
May, 2005
ISSUE O1 — 101100 — ISSUE O1

JAPAN
Tanquery
C
Mini-bar design for Japanese,
upscale urban citizens living in modern,
contemporary city apartments.
The house mini-bar design concept
embodies the client’s fundamental
theme of ‘Classic Meets Contemporary’
through means of it’s function,
materials and form. In terms of
function, it is a contemporary product
and derives from a ‘multi-usage’ ethos
and it’s associated ambiguities:When
closed, it is a side table, a light and
an environmental partition.When
the outer case gracefully slides open,
there is an element of sensual surprise
through touch and sight, as the inner
‘crystal’ emerges, increasing it’s
illuminicity whilst also transforming
into a bar.The outer case material
finish is Kokutan wood used for
classical Japanese butsudan (Buddhist
alter), and the crystal is finished with
a contemporary translucent acrylic,
internally lit. Moreover, the acrylic has
diamond patterns etched onto three
of it’s surfaces; a technique normally
reserved for classic glasses or windows.
The form itself has been developed
in relation to the material application
and connotations, and the ambiguities
of the ‘Classic Meets Contemporary’
concept. It is authentic and
sophisticated with a refined elegance
and style (brand identity ofTanqueray).
It could be considered as classic or
contemporary and more importantly,
as both.TheTanqueray mini-bar is
presently on display in the Cibone
shop in Gainmae,Tokyo.

JAPAN
Tokyo Design Week
C
Tokyo Designer’s Week has become
an annual fixture in the creative
calendar, with the city literally
taken over by exhibitions, events
and parties. Monocle explores the
shops and galleries of Aoyama,
Harajuku and Shibuya to report
on the art, the design and, of
course, the impossibly fashionable
Tokyo crowd.
Tokyo Designers Week started
systematically as Designers’ Saturday
in 1986 and was renamed as Tokyo
Designers Week in the year 1997,
setting its venue continuously every
fall for 28 years in the city of Tokyo.
It is an international design event
that gathers the excellent design and
art of our daily lives in areas such as
architecture, interior, product design,
graphic design and art from all over
the world. Since 2005, the event has
been provided the central venue of
Tokyo
Design
Week
“Meiji Jingu Gaien Mae” and by 2012
developed into an event that consumed
over 100,000 people with highly
sensitive opinions in the creative field.
The event has become an important
venue for corporations, organizations,
embassies, schools and designers
who are looking to showcase, brand,
promote and test market their newest
designs and art work.
SPECIAL
FEATURE

JAPAN
Perrier
Wonderland
C
PERRIER
WONDERLAND
—Tokyo
Under
construction
Project:
Perrier Wonderland
Client:
Tokyo Designer Week
(Produced by F-Emotion)
Location:
Aoyama in Tokyo, Japan
Size:
380sqm
Completion:
October, 2002

JAPAN
Perrier
Wonderland
C
Interior design renewal of the
Art direction and interior design
concept of the central information
centre for Tokyo Designer’s Week
2002. Located in Aoyama, Perrier
Wonderland was an information
centre, cafe, bar and restaurant; which
integrated exhibitions, installations
and art, design, fashion, photography,
cinematography and music events
for one month covering the Tokyo
Designer’s Week period. Based on the
temporary nature of the functions and
events of Designer’s Week, the interior
concept reflected upon the rapid
progress of the ever-changing urban
landscape throughout Japan.This was
achieved through the use of regular
construction site materials including
Scaffolding and protective sheeting
combined with heat sensitive materials
(facade solar film and heat-reactive
laminate) to offer visitors an interesting
sense of edgy rawness and future
industrialism, housed within a warm
and comfortable environment. Also,
the schematic planning and design of
the furniture throughout both floors,
allowed for an easy and efficient
changing of floor layout by staff to
accommodate the variety of creative
events taking place on a daily basis.

JAPAN
Nuit Liberte
C
GAULOISES
CAFÉ LIBERTE
—Tokyo
Temporary outdoor cafe, bar,
music/D.J event and gallery space
for Gauloises tobacco promotion
as part of Tokyo Designers Block
2003.The client requested a similar
material aesthetic to the design of
Perrier Wonderland from the previous
year, but with the Gauloises brand
atmosphere incorporated to the design.
Thus, similar construction materials
were once again used but were formed
according to the site typography and
location. A sharp-angled and folded
envelope, made with scaffold and
translucent sheeting ran the length
of the site, providing a semi-enclosed
environment protecting visitors from
any potential weather conditions.
Incorporated to the envelope skin
were a series of low-tech blue and
white fluorescent tube lighting fixtures
and enlarged graphical images from
the Gauloises branding team, super-
imposed onto the floor surface.This
resulted in a deep blue ambience and
a liberal, trendy and edgy atmosphere;
exactly the brand image requested by
Gauloises.
Party
nights
Project:
Liberté Café & Gallery
Client:
Gauloises
Location:
Aoyama in Tokyo, Japan.
Size:
78sqm
Completion:
October, 2003

JAPAN
Nuit Liberte
C
GAULOISES
NUIT LIBERTE
—Tokyo
Installation design for Gauloises
promotion nights at two of Tokyo’s
trendiest nightclubs. Once a month,
every month for two years, Gauloises
tobacco company hold promotional
events in both nightclubs and
requested a series of installations
that would brand the club interior
for the evening. In terms of design,
requirements were to create try-
and-play zones, tunnels and brand
spots; in terms of function, these
design elements had to be set-up in
30 minutes, demountable to fit into
a storage room, portable to deliver
to the other club, adaptable to adjust
to the other club’s spatial conditions
and to be strong enough to last for
a minimum of two years.The result
is a series of soft and curvaceous
fabric structures that are set up in
specifies zones of each club.They do
not overpower the club’s interior, but
rather, they enhance the atmosphere in
a cohesive manner. Finally, the character
and function of these structures change
when used in the context of each club
offering a renewed, yet consistent brand
experience every time.
Party
nights
Project:
Nuit Liberté
Client:
Gauloises
Location:
La Fabrique and Air nightclub
in Tokyo, Japan
Completion:
October, 2003
ISSUE O1 — 113112 — ISSUE O1112 — ISSUE O1

ARTI
Incise
Project:
Arti
Client:
Marei Ltd
Completion:
December, 2007
114 — ISSUE O1 ISSUE O1 — 115

JAPAN
Arti
C
The Arti furniture collection has
been developed for site-specific,
high-end contract use. Designed for
contemporary spaces, this site-specific
concept series is for use in restaurants,
boutiques, hotel and office reception.
The love seat (twin high-back),
dining chair (single), two-way sofa
(low-back) and poof are of the same
intellectual approach and aesthetic
language, whereby Japanese and
western sensibilities are blurred with
the subtle refinement of design.The
manufacturing technique and finishes
are of the highest quality and the
fabrics (Nuno Corporation) designed
specifically for and in tandem with
each piece.

JAPAN
Arti
C

SAVILLE ROW
—Tokyo—
A journey
through time
Project:
The London Cut
Client:
Savile Row Bespoke
Completion:
March, 2008

JAPAN
Saville Row
C
Savile Row Bespoke atThe British
Embassy,Tokyo is the third chapter
ofThe London Cut, a touring
exhibition of British bespoke tailoring
commissioned by foundation Pitti
Immagine Uomo. Curator James
Sherwood, selected SLD to art direct
and design the exhibition held firstly
at the British Ambassador’s Residence,
followed by a phase at Isetan in
Shinjuku, which has formed an integral
part of the UK-Japan 2008 year-long
programme of events initiated byThe
British Embassy and British Council
marking the 150th anniversary of UK-
Japan diplomatic relations.
The direction SLD took was to
create and design a series of enlarged
hollow frames placed in various
locations throughout the Embassy
that not only frame the masterpieces
cut by the master tailors, but also
capture views of the unique character
of the prestigious interior.Through
the simple use of contrasting materials
(wood and mirror-finish steel) and
the precise detail of their shape, the
frames suggest both a classical and
contemporary sentiment with the goal
of expressing the timeless quality of
Savile Row and, while respecting the
Row’s heritage, very subtly offer a 21st
century perspective on tailoring.The
design is deliberately restrained to uplift
the mansion and enhance the exhibits,
without overpowering them.

JAPAN
Herman Miller
C
HERMAN MILLER
GET REAL
—Tokyo
Simply
icons
Project:
Get Real
Client:
Herman Miller Inc.
Location:
Herman Miller for the Home
showroom,Tokyo, Japan
Size:
395sqm
Completion:
October, 2005
Herman Miller are presently leading
a growing movement to engage
the public in a dialogue about the
difference between genuine products
manufactured to furniture designer’s
specifications and ‘knock-off’ products.
As a company with deep design heritage
their aim is to address authenticity
through means of the Get Real
exhibition (show casing select furniture
designed by Charles and Ray Eames,
George Nelson and Bill Stumpf), as
well as raising awareness of the Herman
Miller and Herman Miller for the Home
brands.The exhibition design concept
addresses these issues by concentrating
on the design details of the furniture, as
it is in the details where one can verify
product authenticity.This is achieved
through enlarged graphic imagery
applied to angular partitions, which in
turn function as a series of mini cul-
de-sacs strategically placed throughout
the showroom. Each cul-de-sac forms a
scenography for the displayed furniture
whilst creating various avenues to
draw visitors through the environment.
The partitions are light and therefore
movable, to offer two specified layouts
for different types of events to be held
during the year-long exhibition.

DUNHILL
—Tokyo
JAPAN
Dunhill
C
Gentlemen’s
club
Project:
Gentlemen’s Den
Client:
Alfred Dunhill Japan Ltd.
Location:
Jingu-Gaien Kaigakanmae,
Tokyo, Japan
Size:
9sqm
Completion:
September, 2005
Alfred Dunhill Japan organized a
large scale reception party at Jingu-
Gaien Kaigakanmae, following the
renewal of one of their Dunhill stores in
Tokyo.The event consisted of a series
of mini-exhibitions based on the chosen
theme of ‘Gentlemen’s Den’, one of
which was designed by SLD and was
conceived metaphorically as a library for
gentlemen.With consideration and in
reflection of the Dunhill brand, the aim
was to create a retro-style ambiance with
abstract notions suggesting a peaceful
environment for reading and discreet
contemplation.

JAPAN
Orihica
C
ORIHICA
—Japan
Project:
Night/Day Shirt
Client:
Orihica Inc.
Completion:
August, 2008
The well-renowned trendy Japanese
clothing brand Orihica commissioned
SLD to design a limited edition men’s
business shirt for the prestigious
Omotesando boutique’s Autumn
collection.
The shirt was conceptualized to be more of a
high class and refined design than existing Orihica
shirts which are more likely to be categorized as
trendy. Using cuff links (with proper folded cuffs)
was an early decision to set the tone of the style,
to exude authenticity. Additionally, the buttons are
covered with a fly on the front and there is no ‘pen’
pocket; the suggestion is one of feeling ‘dressy’
enough to dine our for an evening meal (loose
collar) whilst being wholly suitable to wear at the
office with a suit and tie.
The shirt is also quite classic in appearance with
the subtle striped pattern, but there are small details
with a contemporary twist such as the angle cut
and pattern direction on cuffs and button holes,
side-body angle cut and ‘sharp’ finish; the two-tone
white and light blue color is also understated and
gives a sophisticated charm to the shirt.
Salaryman
special

IRASHAIMASEN
JAPAN
Irashaimasen
C
Blurred
realities
Project:
Irashaimase
Client:
Self-Produced
Date:
2005—
A continuation and development
of the photography montage series;
this time, focused on the diversity and
complexity of contemporary culture and
lifestyle in Japan.The images are part
of a larger body of work currently in
progress.

JAPAN
Irashaimasen
C

UK

IMAGINATION
—United Kingdom
A return to London was in many ways just
as much of a challenge as going to Japan
and setting up a business. Having been
living and working outside of the UK for
over 10 years I had to consider whether to
relocate my design studio to operate from
London or take on a new and very different
experience within an agency culture.
Imagination was my choice and the path I
would take on a new journey as I began to
culturally reprogram myself.
Luxury Automotive would be a new
sector for me to master at Imagination -
very different from the world of fashion
- and one that I have grown to love. In a
highly competitive category where the best
is demanded, being at the forefront creating
memorable and inspiring experiences
around the world and touching so many
different people has been both totally
stimulating and creatively enriching.
With strong emphasis on clearly defined
strategic principles born of consumer
insights and a fundamental belief to
‘transform business through creativity’, we
broadened our project expertise and scope
across the experiential framework. From
perhaps being previously considered as the
‘autoshow/event designers’, we determinedly
became active, prominent and expertise
across all channels whereby experience and
content sit at the heart of our ideas.

UK
Land Rover Evoque
D
EVOQUE:
PR LAUNCH
—London
Pulse of
the city
ISSUE O1 — O143142 — ISSUE O1

EVOQUE:
PR LAUNCH
—Kensington
Palace, London
UK
Land Rover Evoque
D
A glamorous introduction to high
society. Land Rover. Launching the
Range Rover Evoque
To mark 40 years of the Range
Rover brand, Range Rover and Vogue
magazine hosted an exclusive party to
celebrate the past, present and future
of the brand.We helped to make the
Range Rover Evoque the star of the
show.

UK
Land Rover Evoque
D
Challenge
To produce a dynamic preview of
the new Range Rover - communicating
that the Evoque is smaller, lighter and
more fuel efficient than any other
Range Rover.We also needed to achieve
international media coverage.
Insight
The Range Rover Evoque wanted
to reach new audiences and challenge
perceptions of the brand, so it needed
some star quality.This could be
achieved if we found the right brand
partner and the right presenter.
Solution
We needed to reveal the car in a way
that matched the key features. A new
Range Rover Evoque was suspended
magically in mid-air, some 12m above
the ground in a giant Perspex box.
Once lowered to the ground, during
a light and music show, the box slowly
opened to uncover the first ever view
of the car for theVIPs and the world’s
press.
300 guests including Prince and
Princess Michael of Kent, super model
Erin O’Connor and legendary explorer
and adventurer Sir Ranulph Fiennes
were then introduced to Range Rover’s
newly-appointed creative design
executive,Victoria Beckham.
The brand partnership withVogue
and collaboration withVictoria Beckham
provided the perfect opportunity to speak
to new people in a new way.The reach
ofVogue and brand desirability of Range
Rover provided the perfect platform for
a 21st Century car launch.The whole
event was made available world-wide
instantaneously via a live webcast.
Results
The reveal was watched live online by
over 1 million viewers
BBC Breakfast, BBC news 24 BBC
worldwide and GMTV covered the story
as did Bloomberg, Sky, Reuters, CNBC
and ITN News atTen
Over 1,600 videos were posted on
YouTube

EVOQUE:
GLOBAL
PRODUCTION
MODEL
LAUNCH
EVENT
—NewYork /
Milan /
Shanghai
UK
Land Rover Evoque
Live
D
3 cities, 3 stars, 1 car and one
globally connected event
Challenge
Inspire, surprise, engage and excite
a new global audience about the story
of the Range Rover Evoque; to tell the
story behind its creation, to drive leads
and pre-orders and to encourage a new
perspective on the brand.

UK
Land Rover Evoque
Live
D
Insight
The target conquest audience is one
that is socially and digitally mobile,
looking for unique and connected
experiences that can be shared amongst
peers.
Solution
A global tour amplified through
social media and celebrity endorsement
that looked to capture the interest of
the press and prospective customers.
We launched the tour in three cities,
connected by three world class
musicians and influential city shapers,
and delivered one global PR story.
Our interactive and dynamic
experience showcased the revolutionary
Coupe and Evoque, providing the
opportunity to meet, engage with and
personalise the product – ultimately
delivering a sales-focussed experience
that has gone on to visit over 100 cities
worldwide allowing markets to generate
pre-orders.

UK
Land Rover Evoque
Tour Kit
D
EVOQUE:
CITY POP UP
SHOWROOM
—Global
Telling a story that would stretch
across the globe.The Evoque’s
design story brought to life by
long-lasting digital content and
social media.
Challenge
Inspire, surprise, engage and excite
a new global audience about the story
of the Range Rover Evoque; to tell the
story behind its creation, to drive leads
and pre-orders and to encourage a new
perspective on the brand.

UK
Land Rover Evoque
Tour Kit
D
Insight
The target conquest audience is one
that is socially and digitally mobile,
looking for unique and connected
experiences that can be shared
amongst peers.
Solution
A dynamic sales focused experience,
adapted for a number of nationwide
city centre settings. Part of an
international programme that provided
the opportunity to view and engage
with the product, as well as personalize
and share a vehicle via a touch screen
configurator.
Results
— Over 2m consumers reached via
social channels
— 50,000 pre-orders
— 75% uplift in pre-orders placed

UK
Land Rover Evoque
Autoshow Launch
D
EVOQUE:
AUTOSHOW
LAUNCH
—Paris

UK
Land Rover Evoque
Autoshow Programme
D
EVOQUE:
AUTOSHOW
PROGRAMME
—Global

UK
Land Rover Evoque
Autoshow Programme
D

THE ULTIMATE IN
REFINEMENT AND
CAPABILITY

UK
All New
Range Rover
D
ALL-NEW
RANGE ROVER
PR LAUNCH
—The Royal
Ballet School,
London
The ultimate
in refinement
& capability
Challenge
To unveil the all-new Range Rover
to the global media andVIP guests for
the first time in way that celebrated its
position as the world’s finest luxury SUV.
“ In my opinion,
the best reveal we
have ever done!”
RichardAgnew
Senior Manager,Global Public Relations
Land Rover

UK
All New
Range Rover
D
Insight
The all-new Range Rover combines
supreme refinement, composure and
inner strength with a class-leading
breadth of capability.This duality
is core to its appeal – along with its
unmistakable British heritage.
Solution
We derived great inspiration from
the Land Rover’s British heritage and
unique capability. We created a launch
event at London’s Royal Ballet School
– a quintessential British setting whose
students, like Land Rover, set world
standards in capability, refinement and
inner strength.
Following an introductory
presentation, the dramatic reveal
sequence began before an audience of
celebrities, business leaders, Olympic
medallists and royalty.
An emotive film played out on a
20 metre wide LED screen in front
of an impressive man-made lake,
charting the evolution of Range
Rover through the years. As the film
concluded, the all-new Range Rover
appeared, plunged theatrically into the
water and waded to almost a metre.
It then climbed effortlessly over rocks
emerging from the lake and reached
its final position on the turntable:
a striking display of capability and
refinement.
The evening ended with a surprise
performance by long-term Range
Rover driver and Dire Straits founder,
Mark Knopfler.
Results
Creation of media content in 170
markets in a 24 hour period.
Over 500 international media and
VIP’s attended.The event received
global coverage across multiple media
channels, including significant traffic
onYouTube.

UK
All New
Range Rover
D
“Congratulations to the
team for an outstanding
event. Our new car
was presented in an
exciting way with great
style and class.The set
blended perfectly with
the surroundings and
created a very, very
special evening”
Dr Ralf Speth
Chief Executive Officer
Jaguar Land Rover

UK
All New
Range Rover
D
ALL-NEW
RANGE ROVER
AUTOSHOW
—Paris

ALL-NEW
RANGE ROVER
‘BY INVITATION
ONLY’TOUR
—Global
UK
Range Rover
D
A private and exclusive preview
of the All-New Range Rover
Challenge
To introduce the all-new Range
Rover to selected customers and
prospective buyers around the world,
reflecting the vehicle’s position as
the world’s most refined and capable
luxury SUV.

UK
Range Rover
D
Insight
The all-new Range Rover combines
supreme refinement with a class-
leading breadth of capability.This
duality, along with Range Rover’s
iconic design evolution through the
ages, is core to its appeal.
Solution
A global tour that presented the
all-new Range Rover in unique and
intimate settings, allowing guests to
explore the stories behind its class-
leading attributes using subtle and
intuitive technology.
The tour kit was designed to adapt
to different spaces, with an engaging,
interactive narrative.
The hosted experience began with
an iconic display featuring life-size
images of three generations of Range
Rover models, providing an insight
into the vehicle’s design evolution
supported by emotive film sequences.
A dramatic, hand-crafted leather
wall set up the story of refinement,
off-set by an aluminium wall featuring
a stamped-out monocoque structure
which introduced the vehicle’s
breadth of capability. Another artistic
display showcased the new Range
Rover’s engine and wheels, cast from
aluminium.
There was also an opportunity to
engage with the vehicle’s extensive
personalisation options and place an
order.
A large leather-bound book entitled
‘Our World’ highlighted key moments
and milestones in the company’s
history – a chance to immerse those
who may be new to the brand in the
Land Rover spirit and attitude.
Results
We received very positive feedback
from the local markets.The events
were extremely successful with an
unprecedented number of orders being
placed. On average 10% of attendees
placed an order and in some cases the
figure was as high at 19%.
“ The beautiful design of this
pop-up experience epitomises
perfectly the duality between
the refinement and capability
of the All-New Range Rover
through elegant form, material
expression and the seemless
digital engagement”
Gary Knight
Global events manager
Jaguar Land Rover

LAND ROVER
THE ALL-NEW
RANGE ROVER
VIP COLLECTION
CENTRE
—Solihull
UK
Range Rover
D
Customers are invited to the new
Land Rover Visitor Centre in Solihull
to collect their car. However, this
is no ordinary hand over. Our
transformational customer experience,
utilises projection mapping and
augmented reality to ‘build’ the
car in front of their eyes.

UK
Range Rover
D
Exterior shots of the new building.
An clean oval architectural statement
with surrounding landscaping.
“ Jaguar Land Rover’s
continued success, and rising
exports, demonstrates the
strength of the automotive
sector in the UK, and the
crucial role this industry
plays in growing and
rebalancing the economy.
“ Their success, particularly
in fast growing markets like
China and India, shows
that UK manufacturing can
compete and thrive on the
global stage, and is testament
to the excellent and highly
skilled work force they have
here in Solihull”
David Cameron
Prime Minister

UK
Range Rover
D
Interior shots of VIP lounge,
executive suite and cinema.

UK
Range Rover
D

UK
All New
Range Rover
D
A world first 3D projection mapping
expereince onto a fully 360-degree
rotating vehicle.

Danny Boyle
Dramatising
memorable stories
UK
Bringing Stories
through Performance
D
Centre Stage is all about performance
– bringing the exhibition space and the
vehicle alive.The show comes first, and
in this case, the car is the show. Danny
Boyle’s work shows how performance
– in other words, story-telling – can
energise and engage an audience to
respond in the desired way.
An effective brand narrative can
effectively orchestrate its audience’s
emotional responses, and bring about a
change of behaviour within the group.
Energising and engaging them through
the drama with which it conveys its
subject matter, it also has the power
to direct them towards the fulfilment
of their newly-acquired desires and
aspirations.
In everything from narratives
of urban alienation to a glowing
celebration of a nation’s heritage,
Danny Boyle has proved himself to be
a consummate story-teller, no matter
what the medium.
In the age of ‘anywhere, anytime’
digital content, movies have become
endlessly reviewable artefacts whose
impact is no longer confined to two
hours spent in a large, darkened room.
An Olympic ceremony, on the other
hand, is tied to its moment – it’s an
event rather than an experience, realised
on the grandest possible scale, and
dependent on a huge cast (often of non-
professionals) whose skills encompass
everything from mime to circus tricks.
So how is it that the man who directed
the shocking and subversiveTrainspotting
(1996) and the Oscar-winning Slumdog
Millionaire (2008) came to direct the
opening ceremony for the London 2012
Olympics? And what is it about Boyle’s
approach which made the stadium
spectacle as much of a hit as the movies?
One commentator memorably
described Boyle’s Olympic opening
ceremony as being all about ‘punk rather
than pomp… Instead of building a
glittering space-age set, Boyle filled the
stadium with earth and bricks, conjuring
strange centrepieces out of lopsided
hillocks, belching chimney stacks, coal
mines, hospitals and red-bricked houses.’
Bringing
stories alive
through
performance
SPECIAL
FEATURE

UK
Bringing Stories
through Performance
D
These are the sights and sounds
of Boyle’s youth as a working-class
Irish Catholic in the ‘grim’ North. But
whereas an earlier generation of ‘angry
young men’ portrayed the working
classes through chippy, disaffected
loners, Boyle’s work often focuses on
a group or community of people. And
whether they’re Glaswegian junkies
or Indian slum kids, Boyle knows
how to reveal their innate humanity
in a sympathetic light which draws an
audience in, heart and soul.
This is because Boyle understands
the power of dramatic narrative.Well-
crafted stories don’t simply entertain;
they affect the audience’s emotions,
and thereby change their behaviour.
The same effect was at work in the
Olympic Stadium. How else would
you get 80,000 people singing along
together?
By telling his stories in an inclusive
and engaging way, Boyle instils a
sense of emotional immediacy which
cinema audiences and stadium crowds
find equally irresistible. But he also
does more – he gives his audience a
sense of shared identity, a sort of tribal
community spirit through which they
share the same values and aspirations.
In commercial terms, it’s an
approach which drives conquest
customers to the brand.
‘I want my films to be life-affirming,’
Boyle has said. ‘I want people to leave
the cinema feeling something’s been
confirmed for them about life.’
The 90,000 spectators and
performers in the Olympic Stadium
last July shared that feeling. As one
reviewer wrote the following morning,
‘You could see it reflected in the
passion of all those thousands of
volunteers dancing and drumming.
Rather than turning them into
anonymous cogs in a ceremonial
wheel, he gave them characters or
fantastic choreography and in doing
so made them all into star performers.
It was the hardest directorial job in the
world, but Boyle did us all proud.’
The same techniques, harnessed
to the ambition of delivering a step-
change in sales volumes by drawing
new customers to the Jaguar and Land
Rover brands, will be no less effective.

NEW DEFENDER
CONCEPT CAR
PRESS AND
DEALER LAUNCH
EVENT
—Battersea, London
UK
Defender Concept
D
When two
icons meet
“ An outstanding dealer
launch event… an event
which many people rated
as the best ever”
John S Edwards
Global Brand Director
Land Rover
Retail partners attend numerous
branded business conferences through-
out the year, Land Rover needed to
stand out amongst its peers.
Challenge
To host a global audience of retail
partners in an environment that was
relevant to the brand, and provide a
platform for a concept vehicle reveal,
informative presentations
and entertainment.

UK
Defender Concept
D
Insight
Sensory experiences offer greater
engagement.
Solution
In order to host an iconic retail
conference you need an iconic venue
to match.We chose, the spectacular
Battersea power station; one of
London’s landmark buildings.The
power stations vast size and high visual
impact would provide the perfect
backdrop to host 1,700 delegates from
around the world.
From the moment the first
delegates arrived, they were welcomed
on site by free runners, break dancers
and musicians, creating a high-energy
and exciting atmosphere. Guests
were escorted into the venues boiler
house, where they were greeted by a
champagne reception and urban art
from some of the UK’s finest artists.
As the evening progressed and
the night descended on Battersea,
the guests heard a presentation from
Land Rover over dinner, before the
final story was unveiled in the power
station’s enormous exterior atrium.
Guests gathered outside on the
viewing deck of the boiler house,
where they witnessed the use of 3D
projection mapping on to the industrial
architectural facade to tell the story
of “when two icons meet”.The
high-tech images and bright colours
were beamed onto three walls of the
power station, accompanied by a laser
spectacle, a theatrical soundtrack
and a 1200m² pool of water which
reflected the content.The excitement
within the atrium rose as the story un-
folded, leading to the reveal of the new
Defender DC100 from Land Rover.
Results
The ‘uniting of two British icons’
formed the perfect foundation for the
next period of growth for Land Rover.
“Delegates came away totally
energised and highly motivated”-
David Blackhall, MD Jaguar Land
Rover, Asia Pacific

UK
Defender Concept
D
3D project mapping sequence played
out on the giant walls of Battersea
Power Station reflected in to a
vast pool of mirror-like water, and
supported by a lazer, lighting and
soundscape extravaganza.

UK
All New
Range Rover Sport
D
LAND ROVER
RANGE
ROVER SPORT
PR LAUNCH
FILM & EVENT
—NewYork
Driven
to
another
level
The dramatic Hollywood-style reveal
of the world’s ultimate premium sports
SUV driven by actor Daniel Craig live
through the streets of NewYork.
Challenge
To create a live vehicle launch that
reaches beyond the invitedVIP’s and
global media, at the premier, to engage
an online audience through compelling
content.

UK
Range Rover Sport
D
Insight
The campaign proposition is based
on the concept of Driven which
reflects the Range Rover Sports
on-road drive dynamics, composure
and design, but also the mindset and
attitudes of the high achiever audience.
These people are determined, they
meet challenges head on and overcome
obstacles to get what they want.They
would want to be ‘in the know’ when it
came to a new vehicle like the Sport.
Solution
We created a spoof ‘secret mission’
to deliver the new Range Rover Sport
from the UK to its live premiere in
NewYork, which was a tightly guarded
secret until the end.We placed teaser
content that hinted at what was going
on and that there may be a particularly
interesting character involved in the
mission, then invited the audience to
find out more by registering to share in
the experience online.
The biggest challenge was to
produce a film of the vehicle driving
through Manhattan without anyone
seeing it.This covert operation had to
be performed right under the noses
of the NewYorkers in broad daylight.
Roads had to be closed and Park
Avenue South Tunnel flooded - which
had never been done before.
The iconic venue for the premier,
Skylight at Moynihan Station, was
transformed into a bespoke theatre
for the guests to watch the spectacular
experience unfold. As the pre-recorded
film played out on the giant LED
screen 120 NYPD began closing down
the roads around the venue, ready for
the live drive to begin.
To create an illusion of the car being
delivered live from the dockside to the
venue we married the pre-recorded
film with the live drive footage, which
was vision mixed in real time.
The transition required precision
choreography to create a seamless
cinematic experience not only being
watched live by the 750 invited guests,
but also over 20,000 online viewers -
we would only get one opportunity to
get this right.
Precise coordination across multi-
disciplines was required from the
NYPD and security to camera crew,
broadcast team, live show crew, stage
managers, speakers and of course the
driver.
An extraordinarily exciting
experience. From start to finish the
viewers were captivated.The dynamic
pace of the film and dramatic live
reveal moment made a bold statement
- encapsulating the spirit of the vehicle
and its audience.
Results
The teaser films were viewed by
2.5m and were 4th in the global viral
video chart.
The reveal film was viewed by 3.7m
in the first four days and was the 26th
most watched video worldwide.
In three weeks 294 print pieces and
1,148 online pieces - total reach to date
2.2 billion.
In three weeks a quarter of the total
web traffic target for the six month
launch campaign programme had
already been generated – three times
higher than the best previous world
premier for a JLR vehicle.
120,000 prospects went on to
configure their choice of options for
the new Range Rover Sport online.
“ Having had a little time to
reflect over the last few days of
the NewYork launch events, I just
wanted to say thank you and that
I feel very proud to be working with
you on this transformational journey
of our brand.
“ We have come a long way and
the manner in which we presented
ourselves in NewYork was both
creative and professional,
I feel we are now punching well
above our weight on the global
stage, elevating the image of the
Land Rover brand”
Gerry McGovern
Design Director
Land Rover

UK
Range Rover Sport
D
Stills from Danial Craig feature film
“ All in all I don’t think we could have
hoped for it to go any better.It was a
memorable night that will be hard to beat”
John Edwards
Managing Director,Special Operations
Jaguar Land Rover

UK
Range Rover Sport
D
LAND ROVER
RANGE ROVER
SPORT TOUR KIT
—Global

UK
Discovery
Concept
D
A new
age of
Discovery
“ Journalists were escorted onto an
outer deck of the Intrepid.And even
by jaded journalist standards, the
Discovery’s unveiling was a striking
affair: Guests were lifted to the
Intrepid’s flight deck on an elevator
that once hoisted fighter planes to
the flight deck. Huge projections of
the NewYork skyline, and a view
of earth from outer space, were
beamed onto the Intrepid’s soaring
bridge as music boomed and a
geodesic dome onstage flashed
with patterns of light”
Lawrence Ulrich
NYTimes
LAND ROVER
DISCOVERY
CONCEPT
LAUNCH
—NewYork

UK
Discovery
Concept
D
Challenge
To reveal the bold new vision for the
New Age of Discovery in a way that
would cut through other automotive
brand news surrounding the NewYork
Autoshow and attract the attention of
the jaded automotive press.To position
Land Rover as a pioneer of land and
demonstrate that Land Rover is a
brand which goes ‘Above and Beyond’.
“ Sitting on the plane to Beijing
and just wanted to say a massive
thank you to you all for knocking
it completely out the park at the
NewYork Show.Your creativity,
passion and commitment is
inspiring. I thank you all!”
Fiona Pargeter
Head of Global PR Communications
Jaguar Land Rover

UK
Discovery
Concept
D
Insight
The Discovery Vision Concept
pushes the boundaries through
technology, taking SUV capability
to the next level.Virgin Galactic is
pushing the boundaries of space travel.
Both iconic British brands are pioneers
in their fields, entering a New Age of
Discovery.
Solution
The day before the opening of
the NewYork Auto Show we chose
to reveal the Land Rover Concept
alongside the Virgin Galactic
Spaceship2 and announce the exciting
boundary breaking partnership at a
spectacular event aboard the USS
Intrepid in Manhattan.The legendary
aircraft carrier - which is now a sea, air
and space experience centre - created a
dramatic backdrop for the event.
The venue was completely
transformed with striking lighting and
a bespoke soundscape composed for
the occasion. Phil Popham (Group
Marketing Director at Jaguar Land
Rover) and George Whitesides (CEO
at Virgin Galactic) set the scene and
announced the partnership.
The audience of over 450 VIP
guests were then treated to a surprise
‘lift off’ experience, which saw them
raised up to the flight deck via the
historic aircraft elevator where the
SpaceShip2 and concept vision were
revealed as part of a spectacular earth
rise projection mapping experience on
the Captains bridge of the ship.
For the grand finale, the giant
dome on the deck appeared to be a
spinning, orbiting shadowed planet
before opening up to reveal the
Discovery Vision Concept vehicle
for the first time.
“ More than 200VIP guests
witnessed the two game-changing
vehicles, which were revealed
against a stunning Manhattan
background and an awe-inspiring
projection mapping sequence”
Doug Messier
ParabolicArc

UK
Discovery
Concept
D
Results
— Total reach 40m.
— 51% share of voice.
— 400 journalists attended the launch.
— Most mentioned vehicle pre-show,
2nd most during the Auto show and
most mentioned post-show.
— Within the first 48 hours, social
media reach – 17m.
— Twitter: 1.7m impressions.
— Facebook: reached 2m users.
— High global reach broadcast media
included CNBC, Sky News,
BBC World
“ What can I say… you made my dreams
come true! I can’t thank you all enough for
your incredible creativity, organisation, sheer
determination, calmness in the face of adversity,
perfectionism and all-round brilliance. Quite
honestly, I have never worked with a better or
more special bunch of people and I cannot thank
you enough for your belief and support over the
last few months. In my years in the business I
have had a few great career highlights… but
NewYork and Intrepid probably beats them all.
The coverage has been outstanding and media
are writing about what we achieved – brilliant!”
GabiWhitfield
Global Public Relations Director
Land Rover

UK
Chanel
D
Chanel,
c’est
magnifique!
SPECIAL
FEATURE
We saw the white-on-green grids of
those solar panels reflected literally in
a sequin-glittered, strapless, above the
knee dress (of which style there were
plenty more, particularly successfully
in pearl-studded chambray blue).
More loosely, there were grid-reliefs
on ever-so-slightly oversized jackets,
and (much more loosely) in the plaid
bouclé minidress worn by Stella
Tennant.
Lagerfeld generated more than
enough fashion voltage in this one
collection to power up the Chanel
order-books for months to come.
Having installed 13 near real-
size, revolving turbines in Paris’s
Grand Palais, Karl Lagerfeld’s
latest vision for Chanel was
plugged in and fully charged.
By Luke Leitch
Chanel takes over the Grand Palais
in Paris.
But this epic staging didn’t feel
particularly like a political statement:
it was dramatic, not thematic. Like
the icebergs, volcanoes, and crystal
caverns of Chanel’s other recent Grand
Palais spectacles, it was merely a
compellingly titanic backdrop against
which to frame the titanic might of this
formidable fashion house.

UK
Discovery
Reveal
D
LAND ROVER
DISCOVERY
REVEAL
—Paris
Collective
adventures
Discovery Sport unveiled in dramatic
dynamic fashion on an 80-metre barge
on the River Seine in central Paris.
The giant stunt featured seven pairs of
giant Wellington boots to bring to life
Discovery Sport’s “5+2” seven-seat
versatility.
Surprise appearance from
supermodel and actress Rosie
Huntington-Whiteley

D
UK
Discovery
Reveal
Challenge:
Create media cut through and high
levels of public visibility and interest
in the new Discovery Sport during the
busiest period of the Paris Autoshow
Week, which also coincides with Paris
Fashion Week.
Insight:
The River Seine has very high levels
of visibility in Paris. Due to the timing
of the main event in the middle of
the day, a high impact staging on the
Seine would gain higher exposure rates
amongst the public than an indoor
event.
Solution:
The creative idea at the heart of the
event was to transform an 80-metre
river barge on the Seine into an eye
catching British Landscape.The
floating stage journeyed down the
River Seine, cruising past Parisian
landmarks, such as the Eiffel Tower
and Notre-Dame Cathedral for the
public to experience first-hand.
The landscape created a challenging
obstacle course for the vehicles, with
steep inclines into water to display
their capability. Seven pairs of brightly
coloured, giant-sized Wellington boots
added a uniquely British take on
outdoor life, while also represented the
family-friendly SUV’s versatile ‘5+2’
seating layout.
Creating the landscape on the
giant river barge was an ambitious
undertaking, which had never been
attempted before. Meticulous planning,
design and engineering were required
to ensure the landscape was beautifully
executed as well as stable and safe for
vehicles to drive on.The live reveal
required precise communication and
coordination between the team on the
barge, the drivers as well as the team
on the quayside controlling sound,
guest movements and camera crews,
capturing the action live, to ensure
the reveal moment was executed
seamlessly.
Fresh from the runways of Paris
Fashion Week, Rosie Huntington-
Whiteley made a surprise appearance
on Land Rover’s own floating catwalk.
Experiencing the new Land Rover’s
premium interior design and dynamic
capability first hand, the British
supermodel and actress played a
starring role in the unveil, causing
a media frenzy as she posed next
to the Discovery Sport and a pair
of 4.5-metre Union Jack patterned
Wellington boots.
Three venues located along the
river were used to create a Land Rover
hub for the 300 invited global media.
The venues included a stunning brand
new building, Nework, along with
Barge Liberty and La Plage restaurant,
creating the perfect environment for
Land Rover’s experts to deliver in
depth immersion sessions on Design,
Technology, Capability and Innovation
of the new vehicle.

UK
Jaguar F-Type
D
JAGUAR
F-TYPE
—Paris
How alive
are you?

UK
Jaguar F-Type Coupé
D
JAGUAR
F-TYPE COUPÉ
REVEAL
—Los Angeles
Power
emerges
from the
shadowsA world first, the F-TYPE coupé was
launched globally with the fastest ever
car reveal
“ The reveal event in LA
was unlike anything we
have delivered before –
in terms of drama, impact
and the sheer physical
scale.The coverage is now
coming in thick and fast
- and we have already
secured F-TYPE Coupé
as the most talked about
car of the the show, with
Jaguar being the most
talked about brand of
the show”
RichardAgnew
Global PR Director

UK
D
Challenge
The F-type coupé is the fastest
and best performing Jaguar ever built.
To give the audience a sense of the
exhilaration experienced when driving
a vehicle of this nature required a
unique, creative and bold approach.
Insight
This car’s speed and power is set
to disrupt the order of the automotive
world.Therefore its introduction to
the world’s media required an equally
disruptive approach to bring to life
the idea of ‘Power emerges from the
shadows’.
Solution
Raleigh Studios, a historic aeroplane
hangar, created the ideal setting for
an exclusive reveal event the evening
before the LA Auto Show.The
space was transformed into a stylish
party area and grandstand for the
presentation, cleverly disguising the
immense size of the hangar and the
thrilling experience which would soon
unfold.
The traditional presentation
was dramatically interrupted by a
Hollywood style helicopter car chase
outside and the venue was plunged
into darkness. Helicopters’ searchlights
peered through the windows, finally
revealing the full scale of the hangar. A
striking red laser tunnel and spotlights
created a runway.The car silhouetted
in the distance suddenly roared into
action, accelerating aggressively
towards the audience. It showed no
sign of slowing and drove straight
through a hidden tunnel under the
grandstand, into the area the guest had
been in moments before.
Hours of planning, design and
engineering were required to ensure
the safety of the driver, audience and
crew at all times.
Results
— F-Type coupe gained 72% share
of voice in its segment and was the
most reported car at the LA Auto
Show
— 123,802 growth across platforms
— Within 24 hours, on twitter alone,
the total potential reached was 41m
and 6,955 hashtag mentions were
gained – three times that gained by
#PorscheMacan which also debuted
that night
— Within 36 hours of the reveal
12,000 users accessed the media
website, 33000 page were views and
64% were new users
— High global reach broadcast media
included CNN, Fox News and Sky
News
— Over 1 million views of launch and
reveal films onYouTube
— 4,100 interactions on Instagram
- the highest ever number of
interactions on a Jaguar post
— She most talked about model at
LA Auto Show (English speaking
conversations)
“ As often is the case,
all in Hollywood is
not what is seems.
The presentation
and reveal of the
new F-Type is the
most exhilarating
I have ever seen”
Ian Callum
Design Director
Jaguar

UK
D “That was by far one
of the best live shows
I have ever seen.
Bloody brilliant”
Simon Cowell

#GoodToBeBad
IT’S GOOD TO BE BAD
STYLISH, POWERFUL
& CHALLENGING
CONVENTIONS

UK
Jaguar
F-Type Launch
D
JAGUAR
F-TYPE LAUNCH
—Paris
Burning
desire
The new F-Type launch in Paris
alongside Lana Del Rey signing her
specially commissioned track for
Jaguar, ‘Burning Desire’.

UK
Jaguar C-X17
Concept
D
JAGUAR
C-X17 CONCEPT
—Frankfurt
Game changing
illusion
Positioning a concept car and
the Jaguar brand in a new light
to a global audience.
Challenge:
Surprise a sceptical audience of
automotive journalists with a new
statement of intent from Jaguar
to position it as a technologically
advanced and innovative brand with
seductive design in it’s DNA.

UK
Jaguar C-X17
Concept
D
Solution:
Knowing the concept car would be
a complete surprise to the market as
Jaguar’s first ever exploration into SUV
territory, we played up on the shared
DNA design lines that exist in every
Jaguar.
By projection mapping technically
sophisticated patterns and line work
onto an elasticated surface, whilst
from the reverse side we ‘pushed out’
extruded vehicle forms, we were able
to tell a visually dynamic story keeping
the audience in suspence until the very
moment of reveal.

UK
Jaguar
XE Launch
D
JAGUAR
WORLD
PREMIERE OF
THE JAGUAR
XE MEDIA AND
VIP LAUNCH
—London
The dramatic unveiling of a brand new
sports saloon by Jaguar, celebrating
British innovation and creativity.
Feel
XE

UK
Jaguar
XE Launch
D
Challenge
Jaguar wanted to show that they had
gained inspiration from their legendary
history to launch a game changing sports
saloon vehicle: the XE.
It was essential to reach a younger
and broader target audience as the XE
is more affordable.The challenge was to
achieve maximum global media exposure,
whilst connecting with this audience in an
impactful and memorable way.
Furthermore, Jaguar wanted to
mark the global launch with a series of
innovative special events across London
at iconic locations.
Insight
At the heart of the strategy, Jaguar
wanted to discover what made their
customers feel truly exhilarated. Using the
hashtag #FEELXE, Jaguar reached out to
their customer base to gain inspiration for
ways to make the launch an unforgettable
experience.
The XE was designed, engineered and
manufactured in Britain. Earls Court was
also a significant venue choice, as Jaguar
launched their first aluminium saloon car
there in 1948 and the launch will be the
last ever automotive event to be held at
the venue.
Solution
Imagination brought the Jaguar
XE launch to life, putting together an
integrated launch across the UK lasting
several days.
Launch activities began with a
bespoke aluminium word cloud XE
sculpture at the Design Museum.A
series of media briefings followed on the
morning of the global debut.
A time-travelling, theatrical live
performance celebrated the past, present
and future of Jaguar.The journey
was inspired by the life of Ian Callum
(Jaguar’s Design Director) drawing on his
inspirations for the XE.
Performances from British acts Emeli
Sandé,The Kaiser Chiefs and Eliza
Doolittle commemorated significant
moments in Jaguar’s history,
The finale scene captured the Jaguar
XE’s journey from Solihull to Earls
Court. Red arrows flew in formation over
Solihull’s 1,000 employees as a helicopter
raised the Jaguar XE and carried it to
London.The car was placed onto a high-
speed landing craft before two 1960s
Mark II Jaguar Police cars escorted the
XE towards its dramatic entrance on
stage.
To conclude the star-studded event,
multi-platinum singer-songwriter Emeli
Sandé premiered her crowd-sourced
Jaguar ‘FEEL XE’ track,‘Feels Like’,
for select guests on a floating platform
in theThames.The performance was
co-ordinated with a ‘LondonTakeover’
including projection-mapping on County
Hall, with many of London’s iconic
buildings dramatically lit in red.
The reveal attracted 3,000VIP guests,
including Stella McCartney, Example,
Gary Lineker, Jose Mourinho and Steve
Redgrave.
The following day, Imagination
produced a Global Jaguar Land Rover
dealer conference at Earls Court for
3,000 dealer staff.
Results
— 10.2 million reach achieved in first 24
hours
— 3330 news articles generated globally
in 48 hours
— Strong global broadcast reached 38.6
million from CNN, BBC,Antenna Z,
ITV News, Channel 5 US, NDTV

UK
Jaguar
XE Launch
D

UK
Jaguar
CI
D
JAGUAR
CORPORATE
IDENTITY
—Global
How alive
are you?
Driving Jaguar forward by
increasing global recognition,
awareness and consistency of the
primary brand.

UK
Jaguar
CI
D
Challenge
To enliven Jaguars identity
within a framework that creates
consistency between global and local
applications.To increase effectiveness
of communications across media
channels, while simplifying the
guidelines for use.
Insight
Jaguar’s story is one of purpose: of
being on as meaningful journey - not
just a drive. Jaguar’s brand guidelines
needed to reflect this through
consistency.
Solution
Throughout their 75 year legacy,
Jaguar has been innovators of speed,
style and sheer power.We recreated the
Jaguar logo to give it extra depth and
to reflect their heritage.
To complement the new logo we
created a firm set of communication
standards to be used across all global
and regional media.
In order to help Jaguar adapt
to these changes, we arranged five
overseas workshops in key market
regions to train staff, as well as
completing a series of UK employee
road shows.To help manage any
questions the Jaguar staff had during
this period of change we created a
helpdesk and delivered a corporate
identity training video to assist with
internal communications.
The guidelines will enhance Jaguar’s
key messages and serve to reinforce the
brand’s eminence.
Results
The primary brand guidelines
launched in February 2012.
Imagination delivered key support for
the global roll-out.
Further addendums to the
guidelines such as Jaguar brand
architecture/ sub-brands are in
progress.
The consistent message will
reinforce Jaguars brand globally,
increasing brand recognition and
revenue.

UK
Land Rover
CI
D
LAND ROVER
COPORATE
IDENTITY
—Global
Above &
Beyond
A refresh of an iconic brand
making Land Rover the contender
in the competitive SUV market.

UK
Land Rover
CI
D
Challenge
To evolve the Land Rover identity
to enable the brand to project a
personality that combines its traditional
‘go anywhere’ spirit with more
premium refinement, and position
the brand in a way that helps it to
punch above its weight in a fiercely
competitive SUV market.
In order to achieve its ambition of
being the world’s SUV brand of choice,
Land Rover needed to move upmarket
to become a true luxury brand,
project this move through its brand
identity, communications and brand
experiences, and unify its offer beneath
a single brand message and consistent
brand identity.
Insight
Land Rover has unrivalled capability
and premium refinement in the SUV
market and is the only credible choice
to meet the aspirations of demanding
consumers.
Solution
We developed a set of four core
creative principles that would inform
all brand communications and
experiences.The four principles
are be iconic, show capability with
composure, keep it real and capture
British charm.We provided a
foundation on which brand could
become an integral part of the way the
organisation positions itself internally
and externally.
Through defining the core DNA
of the brand and using this to create a
set of defining principles allows Land
Rover to align the brand strategy with
all consumer touch-points.
Imagination created a set of Master
Identity Guidelines, which cover all
communication channels integral to
making this brand the world’s leading
luxury SUV manufacturer.
Results
Land Rover now has the
opportunity to present itself to the
global audience through the lens of
what makes it unique and we continue
to work with them as proud custodians
of their brand, across product
launches, brand extensions and
advisors on wider strategic business
challenges.

UK
Jaguar Land Rover
CI
D
JAGUR LAND ROVER
CORPORATE IDENTITY
—Global

UK
Jaguar Land Rover
Retail
D
JAGUR
LAND ROVER
RETAIL
—Global
One company,
two distinct
brands
Challenge:
How to bring two iconic brands with
distinct personalities together within
one architectural scheme that can be
rolled out globally from new build ‘Gin
Palaces’ in China to refurbished city
plots in London?
Solution:
The Arch concept is a simple, clean
and elegant form with a contemporary
expression and possesses the attributes
of both brands: premium, authentic,
modern, quality. It creates a bold and
instantly recognizable statement with
presence, distinct from it’s competitor
automotive brands.
It allows both Jaguar and Land
Rover to sit comfortably beside one
another as a way to best represent the
message that Jaguar Land Rover is
one company with two distinct brands.
Furthermore, the cutaway chamfers
frame each designated brand area
offering a picture view of the hero
vehicles inside - thus, the cars are the
stars.
In addition, it achieves it’s
objective of being a flexible,
modular and durable architectural
system. Supporting a global roll out
program to implement across more
than 5000 showrooms the design
importantly retains a simple, consistent
architectural and brand impression.
Results:
Over 70 showrooms to date have
been executed globally during the
first year.

UK
Jaguar Land Rover
Retail
D

UK
Luxury Insight
Connect autoshow visitors to the
wider brand experience programme
to boost active consideration. Brand
leaders in experience move beyond
presenting product to engage audiences
in ways which marry core brand values
Burberry:
RFID tagged items come
to life through interactive
mirrors / screens
Burberry:
Live performance in
Shanghai broadcasted
online and in-store
Burberry:
Knowledgeable salespeople use
tablets as a tool to communicate
with customers.Tablets also allow
for personal browsing
Dunhill:
Day 8 Programme communicates
the interests and values of a modern
day gentleman
Content from live events adds volume
to experience online and at retail
Insights
Agile intuitive technology delivers
more personalised experience, informs
about the product and captures data
for more compelling CRM.
Luxury
insight
and beliefs with the passion points
and interests of current and potential
customers.
Service is centred on the needs
of the customer and how to provide
advice and support – not selling.
D

UK
Jaguar Land Rover
The Residence
D
JAGUAR
LAND ROVER
ARCHITECTURAL
PAVILION DESIGN
—Global
The Residence
Jaguar Land Rover reveal
‘The Residence’ high-tech and
sustainable exhibition stand at
Geneva
Having retained the Jaguar Land
Rover three-year global exhibition
programme last year, we have revealed
for the first time the company’s new
global stand at the Geneva autoshow.
“ Our new motor show stand is a
significant step forward in establishing
a fresh, innovative and truly engaging
experience for visitors. Beautifully
designed, meticulously engineered and
employing innovative technologies, this
stand really does showcase the ambitions,
values and vision of our company and
iconic brands.”
Phil Popham
Group Marketing Director
Jaguar Land Rover

UK
Jaguar Land Rover
The Residence
D
We worked closely with the
company over the last eight months
in the development of the new high
tech digital and sustainable stand
ensuring it reflects the core values of
the iconic British brands – Jaguar and
Land Rover.The stand name - ‘The
Residence’ – was chosen because
Jaguar Land Rover are welcoming
customers to their autoshow home and
would like them to experience first-
hand these two great brands.
“ The new show stand is fantastic –
the ‘compeIling combination of
design and engineering’.
“ The Stand drew much attention –
from journalists and competitors
alike and I was delighted with the
whole production. I like especially
the warm, communication inspiring
atmosphere.And I heard only very
positive statements.
“ So thank you all very much,
indeed, for this achievement.
We are smaller than the other
competitors but the stand shows
that we can outperform them”
Dr Ralf Speth
Chief Executive Officer
Jaguar Land Rover

UK
Jaguar Land Rover
The Residence
D
Global creative business Imagination,
who retained the Jaguar Land Rover
three-year global exhibition programme
last year, have revealed for the first time
the company’s new global stand at the
Geneva autoshow.
Imagination have worked closely with
the company over the last eight months
in the development of the new high tech
digital stand ensuring it reflects the core
values of the iconic British brands.The
new stand name - ‘The Residence’ – was
chosen because Jaguar Land Rover are
welcoming customers to their autoshow
home and would like them to experience
first-hand the two great British brands.
One of the highlights of the stand is
the moving high-res class-leading LED
screens that have the ability to track across
the stand to add drama and excitement.
“ This new stand has been a year in the
making, as we have worked meticulously
to ensure every single detail delivered on
the exacting brief.We are creating five
kits which will reside in our key markets
to service more than 100 international
and regional motor shows, ensuring
where ever we are in the world, the
millions of visitors to our stand will have
a consistently memorable experience”
Mark Cameron
Brand Experience Director
Jaguar Land Rover

UK
Jaguar Land Rover
The Residence
D
Each brand has a feature car display.
The ‘Giants Causeway’ with 55
hydraulic rams and 30 tonnes of water
brings to life Land Rover’s capability.
For Jaguar, to demonstrate the vehicle’s
performance and ‘alive’ proposition, the
super-slick articulating turntable acts as
a simulator and demos the dynamics
and exhilaration that drivers feel when
behind the wheel. For many customers
product information is most important
and this hasn’t been ignored.There are
32 mobile scanning points across the
stand, allowing customers to download
and take away the content that interests
them, plus immersive zones, over 40
touchscreens and product demos. And
not forgetting the media hub allowing
visitors to access and create content.
Jaguar Land Rover’s investment
in technology has resulted in real
efficiencies, with a focus on ease
of construction and the use of
lightweight materials (the show stand
is 85% aluminium).There are five
kits, stationed in different parts of the
world, to service the global autoshow
programme.The kit is 30% lighter so
easier to transport and more carbon
efficient.There are huge reductions
in energy consumption – 90,000
individually controllable LEDs help
massively reduce power consumption
from 20,000 watts down to 3367 watts.
The new stand sets out to deliver a great
customer experience and Jaguar Land
Rover are looking forward to welcoming
500,000 Swiss guests over the next two
week period (5,000 to the Lounge area).

UK
Jaguar Land Rover
The Residence
D
The new stand will also be seen in
Beijing, Paris and LA later this year
with a concept stand in NewYork –
all with cityscape changing to reflect
the location.
“ The Residence is all about
the materials, the ambiance
which goes throughout the
whole building and gives us
that sense of presence that
we want at JLR”
Ian Callum
Design Director
Jaguar

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