Inspired by the car’s playful character and its record-breaking barrel-roll reveal, Labrooy puts the E-PACE into a series of unlikely locations and scenarios. The “Transposition” series of images revealed today features Detroit, famed for its automotive heritage and the location of the E-PACE’s US debut today.
The UK-based Labrooy worked with the Jaguar Design team, led by Design Director Ian Callum, to create a series of images showing the new vehicle in its natural habitat – with a twist.
During the development of the Jaguar E-PACE, Callum and his colleagues worked closely with the engineering team to give the car a character and a sense of fun.
The Transposition series is about reordering the material culture that surrounds us in new and unexpected ways.
The E-PACE is juxtaposed with different objects and transposed into unforeseen scenarios where they wouldn’t normally belong. Robots appear on sidewalks and cars dance with glitter balls in surreal situations that exhibit the E-PACE sense of playfulness.
Jaguar has also released a short film describing some of the inspiration and detail behind the design of the new Jaguar E-PACE.
Narrated by Ian Callum, Jaguar’s Director of Design, it tells how the design team created the brand’s first compact performance SUV. Two of the key themes in developing their ideas were that the car has to have “character” and a “sense of fun”. Callum explains how these were brought to life and inspired by Jaguar’s racing heritage.
The E-PACE was revealed to the world at London’s ExCeL on July 13. Jaguar leapt into Guinness world records history with its new performance SUV for the furthest barrel roll in a production vehicle.
