September 3 was a special day for a number of international influencers, DJs, and other VIPs. Jaguar launched The Pace – Season One, its latest SUV series, in spectacular fashion. With the launch at SugarFactory, the car manufacturer has given a whole new meaning to the phenomenon of "technology meets music."
Music makes every driving experience unique
For the launch of The Pace – Season One, Jaguar collaborated with British/Kosovar singer-songwriter Dua Lipa to create music in a completely new way. Thanks to Jaguar's innovative software, which collected data on acceleration and the amount of electrical energy used during her drive in an I-PACE, Dua Lipa was able to create an exclusive remix of her latest track, 'Want To'.
Dua Lipa X Jaguar
The official launch of the track was not until Friday, September 17, so the guests at the Jaguar event were the first to hear it. The remix of 'Want To' was performed live for the first time within the authentic brick walls of SugarFactory. With the star's performance at the launch on September 3, Jaguar has set a high standard for upcoming events that will take place around the world.
"I love to push boundaries with my music and my performances, and this partnership is going to take things to an exciting new level. It's a hi-tech project combining music and Jaguar technology, and I know my fans are going to love what we are creating together" – Dua Lipa, music artist.
Visual spectacle
The industrial elements—both inside and outside—and raw appearance of the former sugar factory provided a unique backdrop for the world premiere in Amsterdam. After the guests were escorted into the factory via the impressive Jaguar fleet, it was time for a short presentation. Then it was time for a test drive! Guests were able to try out the new model on the outdoor grounds and were immediately given the opportunity to create a personalized remix. The day ended spectacularly with the long-awaited performance by Dua Lipa in de Middenfabriek. A giant diamond-shaped LED screen hung in the room, displaying cool visuals. Lasers also created a real club setting. The show could be viewed from both the ground floor and the first floor of de Middenfabriek. Conclusion: a night to remember!
