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THE ‘RARE DESIGN STUDIO’, SEOUL

ENGAGING KOREAN DESIGN
ENTHUSIASTS

In January 2016, Jaguar Korea opened the ‘Rare Design Studio’ concept space in Seoul. Here, design enthusiasts followed Jaguar Design Director Ian Callum’s story, learnt about Jaguar’s design philosophy and history, viewed heritage XJs and other models, along with a display of key Jaguar technologies – as well as getting acquainted with the newly launched XJ.

AN INVALUABLE INSIGHT FOR YOUNG DESIGNERS

On his first visit to Korea, Ian Callum set out to inspire the country’s budding car designers with his ‘Jaguar Design Master Class’. Discussing his team’s working process, the attributes of a car designer, sources of inspiration and his personal journey to becoming Director of Design, he gave over 100 university students an invaluable insight, plus a chance to ask their own questions in his Q&A session.

INSIDE THE EVENT

The ‘Rare Design Studio’ generated huge interest in the Korean press, on the web and amongst the public and VIPs. Here’s a flavour of the event.