JLR Innovation Lab Programme

As part of the automotive team at Imagination I was responsible for ideating and developing the on-stand experiences for Jaguar Land rover's motor shows. The Innovation Lab was the most future facing section of the space with activations that spoke to key vehicle technologies, often with messaging not already filtered through slick marketing spin.

With each activation I wanted to push the experiential storytelling above and beyond the usual screen based interactions. The Ingenium Engine exhibit for example, which I approached as a sculpture first and foremost. The 1:1 scale perspex engine slices were used to hide transparent screens that could slide out independently. Each showcased 3D animations and detailed content within an intuitive touchscreen UI.