“Our team loves everything related to creativity, not only in the automotive application, but in every experiential and creative issue related to the brand. We carry on our tradition, reinterpreting our design values in a relevant and contemporary way”. These are the words of Alisten Whelan (Interior Design Director) and Siobhan Hughes (Materials Chief Designer). Jaguar designers open the doors of their office to Metcha, the online magazine that talks about leather to young people. And they explain why in their idea of luxury leather represents an added value.
“Leather is truly special. Our customers love the craftsmanship and the sense of luxury it gives our cars – says Hughes -. Leather has a nice touch, which increases the comfort of the steering wheel. It is a very durable material, which acquires a beautiful patina over time”. These can be defined as universal qualities of the material. How does Jaguar make them his? “People love what represents attention to detail, reliability and timeless beauty – he replies -. This is why we combine classic elements such as leather even in a modern context”. Then there is the sensorial value (that is linked to the five senses) that leather guarantees: it passes from the warmth and finishes, but above all from the smell. “The smell of leather is inimitable and synonymous with luxury. It evokes memories and positive feelings”.
The last year is that of the pandemic. Which influenced the work of Jaguar’s creative team by imposing, for example, smart working. But, above all, by conditioning the needs of the public. “Coronavirus hasn’t necessarily created new trends. It has certainly accelerated some, such as attention to health and well-being – concludes Hughes -. The interiors will increasingly become a refuge from the world, with spaces designed for comfort and relax. We are also witnessing a return of nostalgia: people in these uncertain times are looking for a sense of warmth and reassurance”.
- Jaguar and Miltem remind everybody that leather and luxury cannot be separated
- Connolly’s history: royal leather for vintage cars (and not only)