Deconstructing the Jaguar to explore the symbolism of the brand through art installations is a style of brand marketing that has proven quite effective. Originating in the world famous London shopping store, Harrods, the Wallpaper* Handmade exhibit will be part of the Art Basel Miami Beach experience. By transporting this magnificent collection of contemporary art as related to the car brand Jaguar to the best event space Miami has to offer, Jaguar is achieving a marketing dream.
When marketing your brand at Art Basel Miami Beach, one must realize the potential to reach the high brow American art audience, as well as potential customers, sponsors and partners from the U.S. and internationally. As one of the world’s most sophisticated and well organized art showcases, Art Basel Miami Beach offers brands the chance to engage audiences in a roundabout way. In order to expand the American reach of this British owned manufactured automobile, presenters of the Wallpaper *Handmade are attempting to make an emotional connection with drivers who may be capable of affording a Jaguar but not bonded to this British model.
As a stellar window display in London, the Jaguar Design exhibition featured mind expansive collections one might not relate to automobiles—at first. For example, of the displays coming to events in Miami is ‘Revolution,’ a lighting display by Moritz Waldemeyer that brings the sleek lines and fast movement of Jaguar to life by combining interior and exterior shapes. Yet another collection brings to mind a dressing room with a scene featuring Mary Katrantzou’s ‘Neo’ dress that showcases laser cut design along side Harry Winston’s ‘Ultimate Jewelry Box’ in a retro gold model.
Other names that will be included in the approximately 70 works at the Handmade exhibitions during Art Basel Week include Karl Lagerfeld, Peter Saville, Hervé Van der Straeten, Johanna Grawunder, Brioni and Poltrona Frau. In order to stand apart from other art installations at the venues in Miami during Art Basel Miami Beach, Jaguar has managed to incorporate the top names in luxury design in elements seemingly unrelated to the automobile industry, such as women’s dresses and bedroom furniture, among the key concepts of Jaguar–fashionable, streamline and luxurious yet accessible and functional for the modern, high end car owner.