Homecoming With Jaguar
Fresh off the heels of Not In Miami, the Highsnobiety team is shifting gears and heading to the heart of the West Midlands. Our destination? A private tour of the iconic JLR Gaydon Centre. Swapping our mojitos for wellies, we’re ready to immerse ourselves in the charm of the English countryside and take a deep dive into all things Jaguar.
First things first, the sheer size of the campus is worth noting. The JLR Gaydon Centre spans an impressive 4,000,000 square meters—equivalent to around 480 football pitches—making it the largest automotive design and development center in the UK. The site employs approximately 13,000 engineers, designers, and creatives, all of whom are pushing the brand forward through its ambitious new re-design.
While we were on-site, we were lucky enough to catch up with a handful of these employees to get a direct insight into what’s driving (pun intended) the innovation behind the new Type 00 design vision concept.
At the center of Jaguar’s latest revolution is the Type 00, a vehicle that reflects a harmonious blend of art, innovation and design. Their Chief Exterior Designer Constantino Segui , spoke about the challenge—and opportunity—of redefining Jaguar’s design DNA. The result? A bold and electrified future that rethinks traditional elements like the front grille. In its place, a strike-through defines the front identity, housing Jaguar’s newly designed device mark. Long, uninterrupted lines flow from bonnet to rear to emphasize the length of Type 00, design features dissolve boundaries between exterior and interior. It's a design philosophy that prioritizes proportions, modernity and precision. A sophisticated piece of design that truly looks as though it was crafted with one pair of hands.
That seamless interplay carries into the interior, where Jaguar’s Chief Interior Designer Thomas Holden explained how collaboration between teams has pushed boundaries. The Type 00 isn’t just a car; it’s an immersive environment, one where materials, forms, and technology work together to deliver a holistic experience. The bonnet folds into the dashboard; the door body flows effortlessly into the rear. Every element feels intentional, designed to blur the lines between a car and a living space. In addition to traditional craftsmanship, innovation drives the Type 00 forward. Vit Rosicky—Creative Specialist described the sketches and clay models as the foundation of the creative process. These hand-drawn forms and physical mockups ensure the integrity of an idea alongside digital models.
For Jaguar’s Chief Materiality Designer, Mary Crisp, notes that this redesign was about treating materials as art. "The first principle of sustainability is longevity," she shared, explaining Jaguar’s approach to materials like brass, travertine stone, and textiles. Brass pieces, sand-casted by local foundries; patina formed beautifully over time, transforming into ever-evolving works of art. Similarly, travertine stone brings a natural tactility to the space, celebrating imperfection and craftsmanship. These materials aren’t just components; they’re stories waiting to be told.
Perhaps the most distinctive aspect of Type 00, however, is its "Prism and Totem" concept, which transcends the traditional boundaries of automotive design. The Prism is a case designed around a brass structure that houses Totems—small crafted pieces that represent distinct sensory experiences. Each totem activates a unique atmosphere when placed in the car’s center console. Whether through soundscapes inspired by brass or alabaster, subtle lighting effects, or bespoke scents, these Totems allow for an immersive and deeply personal connection with the vehicle. This ritualistic, almost meditative interaction underscores Jaguar’s vision of luxury as an experience of slowing down and appreciating the simple pleasures of life.
As we explored the design process, it became clear that Jaguar’s creative teams weren’t just building a car—they were crafting an experience. That human touch, as Axel Goulée—Lead Materiality Designer pointed out, is irreplaceable: a delicate dance between digital precision and physical artistry that only a craftsman’s hand can achieve. Goulée alongside Creative Designer Anton-Lawrence Victor lead the design of the Prism, and brought the innovative concept to life. Aimee Larson—Lead Materiality Designer, explained how Jaguar has taken an untraditional approach to automotive materials. Collaborating with artists and makers, they embraced the imperfections that arise through craftsmanship: the texture of sand-casted brass, the unique veining in stone, and the honest, natural beauty of raw elements. These choices reflect Jaguar’s focus on creating objects that people will want to cherish and preserve.
In the words of Rosicky, the Type 00 is about creating “a wow factor”—not through excess but through thoughtful curation. Screens, for example, are only visible when needed, allowing technology to elevate the experience rather than dominate it. The result is a car that feels modern yet timeless, luxurious yet considered.
By rethinking everything—from materials to identity—Jaguar is setting a new standard for automotive design. The Type 00 is a bold statement of intent: a vehicle that honors the brand’s heritage while pushing fearlessly into the future. It’s art, engineering, and innovation in perfect harmony.
