In a triumphant return to the city that shaped its legend, Jaguar celebrates nine decades of peerless creativity with a spectacular installation in the heart of Knightsbridge. It was here, in London, that the first car to wear the Jaguar name appeared in 1935 — and it is here, amid the glittering warmth of the festive season, that the marque commemorates its 90th anniversary with the bold artistry of Type 00.
Few luxury houses possess a narrative as rich as Jaguar’s. Its heritage is deeply embedded in innovation, elegance and courage — the spirit of a brand that introduced forms so captivating they reshaped the automotive world. Today, Jaguar stands on the cusp of a thrilling new era. One of the most extraordinary heritage marques now sets the tone for the future, unveiling a design language that is as visceral as it is visionary. A bold new era, an iconic past — and an even more iconic future.
At 91 Knightsbridge, Jaguar unveils an exuberant window display that charts 90 years of fearless design. Four originals — the SS 1, E-type, XJS, and the avant-garde Type 00 — appear like sculptures in motion, illuminated within the luxury fashion district’s festive glow. Together, they offer a sweeping chronicle of Jaguar’s evolution, bridging past and present in a cinematic tableau.
The star is Type 00, presented in London Red, a bespoke shade crafted by Jaguar’s own materiality artisans. Inspired by the redbrick grandeur of London’s most storied boroughs, this luminous hue echoes the season while standing as a symbol of artistic devotion and provenance.
Santino Pietrosanti, Director of Jaguar UK, captures the emotion of this moment:
“Showcasing Type 00 in London celebrates Jaguar’s very origins. The SS Jaguar first appeared here 90 years ago, and that moment set the creative direction for everything that followed. Type 00 honours that heritage with a confident, contemporary voice in its bespoke London Red finish. Displayed in this exclusive Knightsbridge setting, it embodies our past while expressing our future, grounded in Sir William Lyons’ belief to Copy Nothing.”
Every chapter of Jaguar’s story is defined not merely by design, but by breakthrough. The XK120 rewrote performance benchmarks. The E-type set a new standard for beauty. The XJS forged its own identity with unshakable conviction. The F-TYPE reignited the world’s appetite for the grand British sports car. This is a brand that refuses to fade into the ordinary — one that leads with sculptural elegance and emotional resonance.
The Icons that Forged the Legend
SS 1
The genesis of Jaguar’s design philosophy. Long bonnet, low roofline, impeccable proportions — a silhouette that communicated speed through stillness. It set the creative and technical DNA that would influence generations.
Jaguar E-type
A global phenomenon that redefined the sports car. Its form was so audacious, so breathtaking, that it became one of the first automobiles ever displayed at the Museum of Modern Art.
Jaguar XJS
A study in confidence. At launch, it challenged expectations and refused conformity. Today, it is revered as a timeless expression of Jaguar’s individuality.
Jaguar Type 00
A distillation of Jaguar’s daring future. Fearless, sculptural, emotionally charged — an object of desire and the clearest statement yet of the brand’s evolving aesthetic language.
The Knightsbridge showcase previews a new generation of Jaguar brand environments that will open across select global cities. Each will offer an immersive encounter with Jaguar’s evolving identity, drawing inspiration from local culture and complemented by a network of the world’s leading luxury retail partners.
Type 00 in London Red will be on display until early January 2026 at 91 Knightsbridge, London SW1X 7RB.
Earlier this month, all eyes were on the Type 00 when it was also presented at The Chancery Rosewood, paired with the original SS Jaguar — an evocative dialogue between the vehicle that began the Jaguar name and the concept that signals its future.
Jaguar has never been a brand that looks back with nostalgia; instead, it draws strength from its history to propel itself into what comes next. During Miami Art Week, Type 00 made its international debut, revealing the first physical expression of Jaguar’s new creative philosophy.
Fearless. Sculptural. Emotionally magnetic. Type 00 represents the highest ambition of a brand that has always refused imitation, choosing instead to influence the world with ideas that captivate, excite and endure.
A copy of nothing — and an inspiration for everything ahead. Discover the new era of Jaguar.
