Jaguar lights up Martin Place with new display at Vivid Sydney via Spark 44 and Spinifex Group
Jaguar has unveiled a spectacular lighting installation in Martin Place, The Art of Performance, created to celebrate the launch of the All-New Jaguar F-PACE, Jaguar’s first ever SUV, and Jaguar’s new Vivid Sydney Supporter sponsorship via Spark 44 and Spinifex Group.
Each evening, for the duration of Vivid Sydney 2016, the new Jaguar F-PACE delivers a motion art immersive experience developed by the creative wizards of Spinifex Group in collaboration with Vivid Sydney, the City of Sydney and TDC. Dramatizing the F-PACE’s design, innovation and technology, the lightshow takes the audience on a journey through a sequence of striking, dynamic graphic realms, with a palette that pays homage to Jaguar’s British heritage with shades of red, white and blue.
The display is highly interactive, with the public invited to press the Jaguar ‘start’ button to see the Jaguar F-PACE turn into a mesmerising work of art. The public is also encouraged to interpret and capture the installation with the hashtag #VividFPACE and photographers are on hand to capture their #VividFPACE moments.
Spark 44 developed the campaign and 
activation in partnership with Vivid Sydney’s Creative Director Ignatius Jones and Spinifex, the lighting artists who have held Sydney in their thrall each year with dazzling lighting projections everywhere from the Sydney Opera House to the MCA since Vivid began in 2009.
The F-PACE is one of Jaguar’s most important model launches this decade, the first SUV model from the luxury British carmaker, previewed in London as part of its 80th anniversary celebrations in October 2015 and at the Australian Grand Prix in Melbourne in March 2016. The F-PACE is a game-changer for Jaguar, ‘an SUV with the soul of a sports car’ that is predicted to transform the brand over the next five years.
Says Matthew Wiesner, managing director of Jaguar Land Rover Australia: “Jaguar is a car that is all about the art of performance and Vivid Sydney gives us a creative platform to present the latest expression of that DNA, the all-new Jaguar F-PACE.”
Says Jasmin Bedir, managing director of Spark 44: “The F-PACE is a breakthrough car for Jaguar, and that called for a breakthrough creative approach. This activation will thousands of views and interactions with the vehicle, coupled with the opportunity to display the vehicle in Martin Place for the three week Vivid Sydney festival.”
2 Comments
Goatse sphincter at 00:29. Nicely done.
It looks beautiful! jealous