Mere hours before unveiling the real Jaguar XE, the British car maker took the wraps off a one of a kind sculpture of it at London Design Museum, presumably to warm up the media for the actual thing. It is a sculpture made entirely out of words fashioned into the shape of an XE.
The creative “Word Cloud” sculpture features 95 words using seven languages including French, German, Spanish, Italian, English, Russian and Mandarin. As for what these words say, they are mostly praise for Jaguar’s new 3-Series fighter!
Turning this ingenious idea into a real sculpture was not easy. Jaguar designers used a combination of man and machine, with computer modelling to create the words that are molded to the dynamic form of the Jaguar XE, and craftsmanship and metal workers from team behind elements of the London Olympic Games Opening Ceremony to put it together. The end result is pretty spectacular.
Ian Callum, Jaguar Director of Design, said: “It has been an enormous amount of fun bringing a word cloud of XE and everything it means to life. It’s hugely satisfying to be recognised by London Design museum and to have our work become part of London Design Festival.”