Product Creation Story & Driving Experience
Jaguar Land Rover
Our Role
Brand strategy
Brand messaging
Visual design
User interface design
Application design
Audio production
Technical direction

Jaguar Land Rover (JLR) approached Elements about building an interactive driving exhibit that would showcase the future of intelligent automobiles. The piece was a multi-screen, ultra-high resolution experience that gave users a glimpse into how driving will evolve as automobile technology advances.

It was then further developed to tell the JLR product creation story, walking the user through the 5-year process from ideation to the showroom. The installation demonstrated the unique challenges involved in bringing a car to market, from concept design through mass production.

Originally designed for London's Big Bang Fair, an annual science and technology event, the exhibit was recognized as the most popular interactive installation at the show. It then travelled to the Heritage Museum of London and the London Science and Technology Museum during the Olympics. It is currently on display at the company's corporate headquarters.

The UI showcased JLR's process, highlighting the importance of design time spent on virtual simulations.

The interactive installation featured a touch-screen interface with 3 large screen arrays, drawing the user into an immersive driving experience that demonstrated the future of connected car technology. The user controlled the pace and driving direction and was shown key activities and facts about the development of new JLR products.