Last night (25 June) tennis stars including Serena Williams, Maria Sharapova, Ana Ivanovic and Petra Kvitova were transported to London venue The Roof Gardens in Jaguar XE cars.
They then walked along a bio-reactive purple carpet created by Jaguar, which used motion sensor technology to capture and visualise the energy from the event in real time.
Measurements taken by the carpet revealed that WTA stars and VIP guests created a big reaction among fans as they posed for photographs with them.
In order to capture the data Jaguar placed a combination of bioreactive, motion capture and ambient audio sensors at key locations along the purple carpet, including inside the new fan zone, press area and near the VIP step and repeat board.
The carpet forms part of the car brand's broader #FeelWimbledon campaign, which will see it attempt to become the first brand to capture and visualise the mood and emotions of Wimbledon during the world-famous tennis tournament.
Tennis fans will be able to access live updates of crowd emotions each day during Wimbledon, via the Jaguar UK social media channels.
Vodka brand Cîroc produced two cocktails for the event, including the Cîroc signature serve Blue Stone, which was made with vanilla syrup, lemon juice and topped with soda, as well as Cîroc Rocs, a concoction comprising Grand Marnier, lime juice, apple juice and soda.
Canapés including Scottish lobster coated with taramasalata infused with tarragon, which was placed in a savoury profiterole, as well as falafels served with pomegranate salsa and spiced beetroot hummus were also on offer.
The event was co-hosted by Sir Richard Branson, who is a WTA global advisory council member, meanwhile personalities including Sam and Holly Branson, Natalie Pinkham, Ade Adepitan, Charlie Webster and Perri Shakes-Drayton were also in attendence.
Laura Schwab, UK marketing director at Jaguar Land Rover, said: "Our objective at this event and throughout The Championships is to enhance the experiences of guests and capture the excitement generated by this iconic tennis tournament.
"This innovative multi-sensory purple carpet gave guests a teaser of what they can expect from Jaguar at Wimbledon, and the event was another important platform for us to showcase the new Jaguar XE."
Branson added: "What an amazing night. It is inspiring to be surrounded by so many incredible female athletes just before they hit SW19. I have been a great supporter of the WTA for many years and we've even successfully battled for equal prize money. So it's great just to simply celebrate these wonderful women who excel at my favourite sport."
In April Jaguar was named the official car of The Championships, Wimbledon. A number of brands are activating at Wimbledon, including Evian, who have secured Maria Sharapova for its Live Young Suite, as well as All Bar One and Pimm's.
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