12 December 2025 | General News
This festive season, Jaguar is making a bold statement in the heart of London, marking 90 years of fearless design with a spectacular cultural celebration. The centrepiece of this event is the breathtaking Type 00, now on public display at 91, Knightsbridge, capturing the imagination of both devoted enthusiasts and the wider public.
The iconic frontage of the Knightsbridge store is now adorned with striking Jaguar motifs, setting the stage for a visual feast that pays homage to the marque’s illustrious heritage. Four Jaguar originals take pride of place: the SS 1, XJS, E-type, and the cutting-edge Type 00 design vision concept. The display is more than an exhibition; it’s a vibrant celebration of Jaguar’s journey through nine decades of innovation, elegance, and performance.
Jaguar’s latest showcase comes alive draped in the festive tones of London Red, a colour inspired by the timeless beauty of redbrick Victorian architecture found throughout the city’s most influential boroughs. This distinctive hue not only complements Knightsbridge’s renowned Christmas displays but also symbolises Jaguar’s enduring connection to the capital — the birthplace of its legend.
At the centre of this display is the Type 00, a contemporary tribute to Jaguar’s storied past and a confident stride towards its future. The SS Jaguar first made its mark in London 90 years ago, an event that crystallised the brand’s ethos of innovation and individuality. Today, the Type 00 honours this foundation with its bespoke London Red finish, embodying founder Sir William Lyons’ enduring mantra: “Copy Nothing.” Its presence at Knightsbridge is both a nod to Jaguar’s enduring legacy and a signal of future ambitions.
Santino Pietrosanti, Director of Jaguar UK, expressed pride in the brand’s continued tradition of breaking the mould. “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.”
Of the models showcased, the SS 1 stands out for its ground-breaking proportions — a long bonnet, low roofline and dynamic stance that exuded speed even at a standstill. It defined the DNA that would guide Jaguar for generations. The E-type, famously unveiled at Geneva Motor Show, redefined the sports car and became one of the first vehicles to be exhibited at the Museum of Modern Art in New York.
This dazzling installation at Knightsbridge is more than just a festive display; it’s an invitation to all who appreciate automotive artistry and innovation. For Jaguar Drivers Club members and fans alike, it’s an unmissable opportunity to witness 90 years of excellence, vision, and the relentless pursuit of perfection — all brought together on one of London’s most prestigious stages.
