London Design Museum to showcase unique Jaguar XE word cloud sculpture during London Design Festival

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– Aluminium installation designed by Jaguar design team to celebrate the global reveal of Jaguar’s latest vehicle, the XE sports saloon on 8 September;

– The XE vehicle shaped structure is constructed from 95 words in seven languages;

– Words express the aesthetics and characteristics  at the heart of the new vehicle;

– On display from 5 September to 6 October in outdoor London waterfront location by Tower Bridge.

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LONDON, 6 SEPTEMBER 2014 —— Jaguar and London Design Museum revealed a unique aluminium word cloud sculpture in the shape of the new Jaguar XE sports saloon. Installed in the Design Museum’s ‘Tank’, the design piece marks the start of the global launch of the new Jaguar XE due to be unveiled in London.

Jaguar design collaborated with a range of creative experts across the fields of computer aided design, graphic artwork, stage design and metal work to design a word cloud representation of the new XE consisting of 95 words using seven languages including French, German, Spanish, Italian, English, Russian and Mandarin.

Design Museum Head of Communications Josephine Chanter said: “Large scale installations like this striking sculpture are always hugely popular with our visitors, and the Jaguar XE form is already attracting lots of attention. We’re sure that it will be a hit with the public, and it makes an eye-catching addition to our programme for the London Design Festival.”

The production methods are a combination of man and machine. Computer modelling was used to create the words that are moulded to the dynamic form of the Jaguar XE then finished using metal craftsmanship by the team behind elements of the London Olympic Games Opening Ceremony.

Ian Callum, Jaguar Director of Design, said: “It has been an enormous amount of fun bringing a word cloud of XE and everything it means to life. It’s hugely satisfying to be recognised by London Design museum and to have our work become part of London Design Festival.”

For 25 years, the Design Museum has championed creative thinking and inspired problem solving, celebrating the talent of the world’s best designers and architects. The museum has welcomed five million visitors and built an important collection of contemporary design.

About Design Museum 

The Design Museum is the world’s leading museum devoted to architecture and design. The museum opened in 1989 and its work encompasses all elements of design, including fashion, product and graphic design. The museum has hosted exhibitions showcasing some of the most important pioneers of design including, Paul Smith, Zaha Hadid, Jonathan Ive, and Dieter Rams. The Design Museum plans to relocate from its current home at Shad Thames to the former Commonwealth Institute building in Kensington, West London. The project is expected to be completed by 2016. Leading designer John Pawson will convert the interior of the Commonwealth Institute building to create a new home for the Design Museum giving it three times more space in which to show a wider range of exhibitions, showcase its world class collection and extend its learning programme.

[Source : Jaguar]

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