The Most Technologically Advanced Design Studio in the World Opens its Doors in the UK

New Jaguar Design Studio in Gaydon utilises the latest technology in Virtual Reality, Augmented Reality and Computer-Aided Surfacing

Jaguar has unveiled its new dedicated design studio in Gaydon, bringing the entire design team into one purpose-built creative space for the first time in the marque’s 84-year history. 

For the first time the brand has opened its doors to give unique insight behind its design leadership – from initial sketching and clay sculpting to final engineering. Led by Jaguar Design Director, Julian Thomson, the new studio is the most advanced automotive design centre in the world. The Exterior and Interior teams collaborate throughout a well-defined process that can move from inspirational first sketch to finished car in around four years.

Those processes utilise industry-leading technology, including custom-made clay modelling machines allowing 20 models to be worked on at once and virtual reality (VR) systems. VR plays an increasingly important role in Jaguar Design with digitalisation teams appearing at every stage of the process from sketching through to launch animations. A VR rig enables designers and studio engineers to test ideas in the virtual world much faster and more efficiently than ever before.

The new Design Studio will place a greater importance on advanced material technologies and sustainability, championing new materials that deliver improved environmental credentials, both in use and supply, with transparent sourcing key to selecting the right materials. 

The Jaguar Design Studio, designed with Bennetts Associates, is part of the wider Gaydon Engineering and Design Centre redevelopment.


All photography, filming and editing by Michael Semp, Louis Kemsley, Claudia Kaye, Callum O'Sullivan, Sinta Soekadarova, Richard Adamson, Alex Cooper & Matteo Passigato.


For any further information, please contact Karun, Derrick or Andriana at Sassy:          |  +44 (0) 7725 940 179   | +44 (0) 208 917 1767        |  +44 (0) 7585 006 840   | +44 (0) 208 917 1767     |  +44 (0) 7761 255 487   | +44 (0) 208 917 1767


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