Jaguar

London Design Biennial

 

ER Productions created an ethereal 3-dimensional laser sculpture for Jaguar’s Design Biennial Centerpiece.

 

The first London Design Biennale opened its doors at Somerset House in London this September. With 37 countries showcasing immersive installations by a host of designers, architects, writers, scientists and artists, the event ran until the 27th of September.

Sponsored by Jaguar, ER productions worked with the agency Imagination and Jaguar’s Creative Specialist, Hugo Nightingale, to create a unique 3-dimensional sculpture for the event representing the British car manufacturer’s heritage. 

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The team used a combination of lasers and light guided technology to form the sleek silhouette of a futuristic vehicle, which transforms itself from the iconic E-Type, to today’s family sports car, the F-PACE. Video footage of the brand’s historic achievements, most notably its 1988 motor racing victory at Le Mans, complete the installation.

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With lasers guiding patrons through the “gallery of the future” to the transcendent sculpture, ER Productions positioned the lasers with such precision that the 3D car appears to be hovering in the air.

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To achieve this effect, ER Productions used side glow fibre optic cable "a technology, which is more efficient and a lot more robust than in the past” explains Marc Webber, co-founder of the British laser specialist. He continues, “Bending light back on itself certainly has its challenges and we had to think carefully to achieve the desired effect. This is a unique project, which looks stunning and we are very happy with the result."