Here’s a bit of extreme marketing: On top of appearing in commercials and swarms of social media posts, the Jaguar F-Pace SUV is getting its own light show at the Vivid Sydney culture and technology festival in the Australian city.
Organized by the Technical Direction Company and created by the Spinifex Group, “The Art of Performance” uses LED lighting and projection mapping to show off the F-Pace in a new, decidedly trippy way. An actual F-Pace is placed on an angled podium, backed by a diamond-shaped LED video wall. Festival visitors press a “start” button inspired by the one used to start the car’s engine to launch the light show.
The technology is used to project a number of different effects over the F-Pace. Streaks of light flow over the car to create the illusion of motion, then the Jag appears to be encased in some sort of chrysalis, with an image of an actual jaguar leaping onto the roof. The effects get more colorful and more elaborate, making it appear as though the F-Pace is driving through an acid trip come to life. Finally, viewers get an idea of what the F-Pace really looks like, as white lights highlight the wheels, grille, headlights, and various trim pieces and body lines.
The F-Pace itself is an important vehicle for its maker. Jaguar claims its first SUV will maintain the brand’s reputation for sportiness thanks to a relatively lightweight aluminum chassis and some sporty powertrain options. Jag will offer 340-and 380-horsepower versions of its 3.0-liter supercharger V6, plus a more economy-minded 2.0-liter turbodiesel four-cylinder that makes 180 hp. Styling is inspired by the C-X17 concept, and borrows heavily from the XE and XF sedans. SUV sales are booming, but the F-Pace will still have to be a true Jaguar in order to be successful.