Jaguar designs Knightsbridge flagship to be "physical expression" of Type 01 electric car

British car brand Jaguar has redesigned its flagship store in Knightsbridge, London, which is the only place in the world where the public can see the recently unveiled Type 01 electric car.

Jaguar overhauled itp show in central London to align its aesthetic with its latest electric car, which was created as the first car in a new era for the brand. It aimed for the flagship store to be a clear departure from the traditional car showroom.

Photographs

View this post on Instagram

“[We wanted] to create a physical expression of the new Jaguar,” said Jaguar Land Rover spatial brand design team senior manager Nick Rolls, whose team was responsible for overhauling the store.

“Rather than a traditional showroom, we wanted to design a destination where architecture, culture, hospitality and craftsmanship come together – and London felt like a natural home for that vision,” he continued.

“The space has been purpose-designed from the ground up to embody the brand’s new identity – it gave us the opportunity to truly rethink what a Jaguar destination could be outside traditional conventions.”

The showroom has space for two cars to be displayed, one of which is currently the Type 01, with the showroom being the only place in the world where it is on display to the public.

However, the majority of the ground floor of the space is occupied by a restaurant.

Named Café Eighty-One, the restaurant by Michelin-starred chef Michael O’Hare was finished in rich red fabric.

Upholstered benches run around the space, while a series of booths line the front facade of the showroom.

“Food is one of the most universal forms of connection,” said Rolls. “We wanted Café Eighty-One to be a welcoming space where people could spend time, meet friends or discover something new.

“It’s designed to be a destination in its own right, helping make Jaguar at Knightsbridge part of London’s cultural and hospitality landscape,” he continued.

According to Rolls, the extensive use of red was a nod to the surrounding brick architecture in central London.

“Jaguar’s design philosophy is exuberant modernism, so colour plays an important role in creating emotion, atmosphere and a sense of occasion,” he said.

“The rich reds within Café Eighty-One were inspired by London’s iconic red-brick architecture, which is so prevalent throughout Knightsbridge and the surrounding neighbourhoods,” he continued. “It was a way of connecting the interior to its setting while creating a warm, vibrant environment that feels distinctly London.”

Through the rest of the spaces, the materials and colours were chosen to directly evoke the interiors of the Type 01 electric car.

“The relationship is deliberate,” said Rolls. “The interiors share the same emphasis on materiality, craftsmanship and bold, contemporary form that defines Type 01.”

“Materials such as travertine, tactile textiles and warm brass reference the vehicle’s interior, while the use of sculptural shapes, carefully composed lighting and strong geometric forms reflects the same creative philosophy behind the car,” he continued.

While the public restaurant and showroom space are on the ground floor, a lower level contains more private spaces for sales, meetings and for discussions about customisation.

One of these, called the Design Vault, was entirely finished in rich navy blues.

Overall, Rolls hopes that the revamped space will help people understand the current, major rethink that the brand is embarking on.

“I hope people leave with a deeper understanding of Jaguar,” he concluded.

“Every element of the destination has been designed to reflect craftsmanship, creativity and bold design. We want people to feel a genuine connection to the brand and to see Jaguar through a new lens.”

The creation of the showroom follows the launch of Jaguar’s second electric car earlier this year, the Type 01. The car is the production version of the much-discussed Type 00 concept car, which drew much attention in 2024 when it was unveiled following a rebrand for the car company, which was described as a “complete reset”.