Have you ever seen a car made of light? Well, it’s not a car per se, but a three-dimensional artwork that mimics the basic design lines of a motor vehicle.
The mesmerizing project was created by Jaguar’s design team for London’s inaugural Design Biennale, a three-week event at Somerset House where artists and designers from more than 30 countries gather up.
The team in charge of the operation, led by Jag’s Director of Design – Ian Callum – created the futuristic silhouette by using laser light technology to depict the British car maker’s past, present, and future.
The three motifs are represented in a unique exhibition, starting with the car maker’s rich design history, continuing with a laser-powered light show that depicts the innovative design of modern Jaguars, and culminating with a laser sculpture showing Callum’s innovative take on a “utopian future” vehicle – although it’s hard to imagine such an angular design approach coming from Jaguar.
“We are really excited to reveal our installation for the London Design Biennale and show visitors at Somerset House what a utopian future looks like to us at Jaguar. As well as presenting our own installation, we have the opportunity to learn from other artists around the world and see what they have to offer, which is both interesting and invaluable. The final element that will be revealed as part of the installation illustrates our vision for a future which provides a sense of spirit, movement and optimism,” said Callum.