The world premiere of the first ever completely electrical SUV, the Jaguar I-PACE, took place in Düsseldorf on 1 March, before an audience of 320 specially invited guests. We had the honour of realising this national unveiling. The exclusive event was held in the exhibition galleries of the famous K20 Museum of Modern Art, notable for its minimalist architecture.
What made the occasion special was that the museum’s ‘Grabbe Hall’ has never before been used for an event by an automotive manufacturer, and is only being made available as an event location for a very short period of time. On the Thursday evening the 40-minute premiere was relayed by live streaming, in the style of a British TV show, from the Magna Steyr manufacturing works in Graz directly to Düsseldorf.
Combining information and entertainment, the presentation on the theme of electromobility was accompanied by an ‘electrifying’ light installation. Immediately following the unveiling, the 320 guests had the opportunity of experiencing the Jaguar I-PACE live, and could then enjoy the rest of the evening to a background of electronic music.