Jaguar MENA Invites Young Artists to Unleash Creativity with Design XE Competition

4103Hot on the heels of the spectacular Jaguar XE global reveal, the brands most advanced, efficient and refined luxury sports saloon, Jaguar MENA has launched a new initiative to give design students the chance to become part of the Jaguar XE story here in the region.

Design XE is a unique competition created to challenge university students to unleash their creativity by designing their own piece of art inspired by the stunning new Jaguar XE. Redefining the mid-size sports saloon, the new Jaguar XE is a true driver’s car that brings levels of innovation never before seen in the segment. Built exclusively in the UK, the Jaguar XE combines thrilling performance, class-leading design, intelligent technology features and Jaguar’s all-new aluminium architecture.

Design XE is open to art, design, illustration, photography, sculpture, fashion, textiles and architecture students from universities in the UAE, Kuwait, Saudi Arabia, Lebanon and Morocco. With minimal restrictions on their creative innovation, students are simply challenged to design a unique piece of art that takes inspiration from the new Jaguar XE sports saloon. Entrants can select any art form to express their design, including photography, digital media, painting, illustration or even 3D sculptures.

Commenting on the competition, Jaguar’s Advanced Design Global Director Julian Thomson said: “At Jaguar, we have an unbridled passion for our cars, which is apparent in the minute attention to detail we pay to the design; from the silhouette, the sculpture of the aluminium, the choice of rich interior materials, right down to the details of the inside of the headlamps. We pride ourselves on our design and engineering, and the Jaguar XE has been an exhilarating creation process for Jaguar. I applaud the Design XE initiative and I am very excited to see how the MENA region’s artists of the future will interpret Jaguar’s design language through their unique artworks.”

Added Bruce Robertson, Managing Director for Jaguar Land Rover MENA: “Craftsmanship and artistry have always been at the heart of Jaguar’s brand DNA, resulting in a unique design language that has given the world such iconic cars as the E-Type, and the stunning Jaguar F-TYPE. With the new XE, our most contemporary Jaguar yet, what better way to ignite the generation of Jaguar fans than by inviting them to create their own XE-inspired artwork.”

The Design XE judging panel will include Julian Thomson, Advanced Global Design Director for Jaguar, Bruce Robertson, Managing Director for Jaguar Land Rover MENA, Harald Wittig, Creative Director of Spark44 - Jaguar’s creative agency - along with a special guest judge to be announced in November 2014. Together, they will select one winner from each of the five participating markets (UAE, Kuwait, Saudi Arabia, Lebanon and Morocco) by January 2015.

The five winners will receive an all-expenses paid trip to the UK to visit the iconic Jaguar factory and the Jaguar design studio, with a chance to meet Julian Thomson in person. To top it off, a thrilling two day Jaguar XE drive experience will be given to the creators of the five winning art pieces.

Pre-registration for Design XE is now open at www.JaguarDesignXE.com with competition entries expected to commence by the end of September 2014. The competition is open to all students above the age of 18 studying courses in art, fashion, textiles, architecture and design in the five selected markets - UAE, Kuwait, Saudi Arabia, Lebanon and Morocco - until the end of December 2014.




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