- Marking 90 years: Jaguar returns to its origins, in the heart of London where its first name‑bearing vehicle, the SS Jaguar, was launched in 1935
- Cultural attraction: New window display in the luxury fashion district charts 90 years of fearless design and celebrates four original Jaguar designs ‑ culminating in the Type 00 installation throughout December
- Origin and future: Exuberant window display charts the chronology of Jaguar’s icons; SS 1, E‑type, XJS and the Type 00 design vision concept
- Colour of provenance: Type 00 wears ‘London Red’, a tribute to timeless artistry and the city, handcrafted by Jaguar's in‑house materiality team
LONDON, UK – 12 December 2025: Jaguar marks 90 years of fearless design with a cultural moment for Christmas as Type 00 is displayed at 91, Knightsbridge. This creative presence will honour nine decades of Jaguar heritage, while celebrating the newest chapter.
Jaguar icons will dominate the Knightsbridge store front. The striking art display features four Jaguar originals: the SS 1, XJS, E‑type and Type 00 design vision concept.
Jaguar’s latest appearance ignites the season, dazzling in the festive hue of London Red. Inspired by the enduring beauty of redbrick Victorian architecture in London’s most influential boroughs, it also complements the specular array of Christmas displays that flag London’s most desirable postcodes.
Showcasing Type 00 in London is a celebration of Jaguar’s origins. The SS Jaguar first appeared in this city 90 years ago, a defining moment which has guided the brand’s ethos across the decades. Today, Type 00 honours this heritage with a bold, contemporary voice, expressed through its bespoke London Red finish. Now on display in this exclusive Knightsbridge location for everyone to see and be inspired by, it represents both a tribute to our past and a confident step into our future, grounded in Sir William Lyons’ belief to Copy Nothing.
Santino Pietrosanti
Director, Jaguar UK
From the SS Jaguar to the F‑TYPE, every era of Jaguar history has produced an icon that refused to blend in – XK120 set speed records, E‑type redefined beauty, XJS bridged luxury and performance, and F‑TYPE reignited sports car desire. Jaguar has never followed the ordinary; it has always led with elegance, daring design and performance to stir the soul.
Knightsbridge 7
Knightsbridge 6
The SS 1: SS 1 embodies Sir William Lyons’ obsession with proportions. A long bonnet, low roofline, and a stance that looked fast even when standing still. As the first Jaguar sports car in a post war era the SS 1 set the DNA that Jaguar would refine for decades: compelling designs underpinned by groundbreaking engineering.
Jaguar E‑type: The E‑type is an automotive icon that redefined the sports car at its launch at the Geneva Motor Show. A form so unlike anything else at the time, it was one of the first vehicles ever to appear in the Museum of Modern Art.
Knightsbridge 4
Knightsbridge 5
Jaguar XJS: Embodying the strength of Jaguar in its convictions; it wasn’t afraid to carve its own path. This car was like nothing else on the market at the time. The XJS wasn't loved by all when it launched ‑ but today it is coveted as a timeless British classic. Jaguar was a trend setter, not a follower.
Jaguar Type 00: An example of Jaguar at its best. A fearless statement. An object of desire. A concept with bold forms and exuberant proportions to inspire future Jaguar.
Knightsbridge 3
Type 00’s appearance in Knightsbridge is a glimpse into how Jaguar will come to life in a select number of exclusive brand stores for clients around the world. These environments will present an immersive step into the world of Jaguar, embracing local culture and complemented by a wider global network of luxury retailers.
This is the second eye‑catching appearance in London this month for Type 00. It follows its recent pairing with the SS Jaguar — a car that established the Jaguar brand — at The Chancery Rosewood.
Type 00 in London Red will be on display from today until the start of January 2026 at 91 Knightsbridge, London SW1X 7RB.
Explore the new era of Jaguar here: www.jaguar.com/copy‑nothing
