Inside: Jaguar Land Rover's Innovation Lab at Paris Motor Show

Jaguar Land Rover is staging a tactile exhibition of the latest and near future automotive technology at this year's Paris Motor Show.


Devised by agency Imagination and designed to appeal to all visitors, from kids to aficionados, the Jaguar Land Rover Innovation Lab harnesses gamification to reveal the technologies on display.

To demonstrate the capabilities of Jaguar Land Rover’s innovation, Imagination has created multiple interactive exhibits including a game where individuals can challenge themselves against the driver assistance systems of Jaguar and Land Rover cars. People can see their results versus the computer after completing driving, parking and manoeuvring tests.

To showcase the latest Ingenium Engine technologies, the team created an interactive display using transparent screens and animations which combined together to form the engine. Imagination’s multidisciplinary teams worked together to draw in the design, animation, engineering, production and logistics.

Imagination has also created apps for Jaguar and for Land Rover that are being used for the first time this year. The app, which was emailed to 10,000 people in advance, provided a preview of the Jaguar Land Rover activity at the Paris Motor Show and allowed users to book a personalised VIP tour of their favourite car and the technology.  Upon arrival at the Paris Motor Show, the visitor is directed to the Jaguar Land Rover stand, receives details of the person waiting to welcome them and can then enjoy a drink in the VIP Lounge. 

Christophe Castagnera, head of connected experience at Imagination said: "It’s auto show meets Science Museum. We have worked with Jaguar Land Rover at the Paris Show for many years and each year need to up the ante on what’s presented to the public.  This year, we’ve created an entertaining exhibition of the finest Jaguar Land Rover technology that will appeal to the widest audience. At the same time, the app delivers a personalised experience for the devoted followers of two iconic brands."

The Innovation Lab is on display until 16 October. 

Jaguar Land Rover is also hosting a VR experience at the Paris Motor Show. At this year's The Championships, Wimbledon, the Jaguar brand set up an experiential zone at London Waterloo, also featuring VR. 

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