Jaguar, the famous British car brand, arrives at Milano Design Week with a project born from the collaboration with the European Institute of Design in Turin. The protagonist is the new Jaguar F-Pace, the first crossover of Jaguar House devised and designed to provide the agility, responsiveness and refinement for which Jaguar models are renowned, along with a driving dynamism and for incomparable everyday use. From April 12th to 17th, during the Superdesign Show organized by Superstudio in the Tortona Design Week circuit, a team of young talents IED Turin, will give rise to a veritable creative powerhouse, interpreting the characteristics of the new F- Peace. A unique concept to show how traditional ideals that have always characterized Jaguar and its models join with the concepts of innovation and evolving their brand’s new stylistic figure, well embodied by F-Pace. On display 4 F-Pace, 3 of which are personalized with light wrapping previously developed by IED students. The cars will occupy the center of the agora animated by young designers who will compete in projects and live performances with Wacom Cintiq, generating a creative workshop. It will also closely observe even live creation of the first model of the F-Pace in 1:4 scale created with 3d modeling techniques, used by car manufacturers in the production of new models and concept development of the cars. During an exclusive event scheduled for Thursday, April 14th, a jury composed by Jaguar designers and by representatives of IED Turin will decide the wrapping design that best interprets the values and features of the new crossover. The public will have the opportunity to express their preference through social channels Jaguar or directly on site. In addition, visitors will be an active part of the project through the Evolution Wall: a wall that reproduces the plan of a great new city, not yet defined. The visitors can outline their ideal city, marking with geometric cards their places of the heart and personalizing them with messages, signatures, thoughts. An innovative city that reflects the ideals of evolutionary F-Pace, and is grounded in the same architectural lines that led to the creation of high-performance crossover of Jaguar.
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