Welcome to Miami—Not in Miami Opening Ceremony Coverage With Jaguar
Photography by: Josh Sobol and Matt Weinberger
Last night saw Not in Miami launched in spectacular style with a one-of-kind opening ceremony from our partner, Jaguar marking the global debut of its new brand identity and distinctive design vision concept—Type 00. This immersive experience recaptured the original ‘Copy Nothing’ ethos of Jaguar’s founder, Sir William Lyons, unfolding across a trio of captivating galleries in the heart of Miami’s vibrant design district.
The red carpet became a spectacle of its own, with attendees showcasing cutting-edge fashion and personal flair, a reflection of Miami’s eclectic spirit and Jaguar’s daring new design ethos. Against a backdrop of custom installations, including featured works by a multi-discipline collective of British creatives—Ibby Njoya, Campbell Addy, Yagamoto and Patience Harding. It felt only natural to immerse our guests fully into the world we built for Not in Miami, where Jaguar’s dramatic unveiling was as much a artistic showcase as it was a multisensory experience.
Music for the evening was extravagant (we are in Miami after all). Highsnobiety's good friend Más Tiempo presents Skepta, who brought a DJ set that transformed the galleries into a pulsating dance floor. Gracefully and playfully merging the evening’s themes of transformation and creativity with the energy of live music, guests mingled, danced, and celebrated in the unique custom-built playground inside Jungle Plaza.
As the opening continued to unfold, guests embarked on an atmospheric journey through three galleries. In Gallery I: Theory of Colour, artist and set spatial designer Ibby Njoya’s kaleidoscopic vision enveloped attendees in a maze of vibrant hues, textured hand-painted walls, and projections of dynamic lights, all set to the serene strings of a kora. The dreamlike space felt like a living canvas, where evolving shades and sounds transformed time into a tangible experience.
Gallery II: Strikethrough Convention offered a stark contrast. Artist, photographer, and director Campbell Addy alongisde movement director Yagamoto’s multimedia installation explored transformation and self-discovery, immersing guests in a choreographed film projected on ceiling-to-floor LED panels. The interplay of light, sound, and movement created a reflective environment, inviting guests to linger in a mirrored room before transitioning to the final space.
In Gallery III: Theatre of Chiaroscuro by set designer and creative director Patience Harding, the mood turned mysterious and reverent. Centered on Jaguar’s Type 00, the gallery featured travertine rock installations carved to echo the design's form. Subtle lighting mimicked the sun’s path, casting dramatic shadows and amplifying the interplay of light and darkness.
All things said, we’re happy to report that our opening ceremony in partnership with Jaguar echoed Miami’s eclectic spirit, with vibrant colors and dynamic transitions reflecting the city’s cultural and visual vibrancy.
The star-studded guest list included prominent figures from the art, fashion, and music industries including Chance the Rapper, Danish model Helena Christensen, Czech model and actress Karolina Kurkova, American model Devon Windsor and British actor Dominic Cooper along with model and creative director, David Gandy.
If you're interested in learning more about the Type-00, click here. And as Not in Miami continues to unfold, watch our channels and don’t miss a second of what we’ve got planned.
