Jaguar Land Rover has invested £450 million at Castle Bromwich, with a state-of-the-art plant set to open later this month. The plant boasts the very latest technology within, equipped for production of the next generation Jaguar XF. Outside, the pièce de résistance comes in the form of a large-scale digital installation across the building’s 200m façade.
JLR commissioned Wash to create the art piece, with a brief to bring the company’s brand ethos ‘The art of Performance’ to life.
The concept of a Dynamic Media Wall was born. A project which would reflect the car maker’s commitment to craft and technology, while contributing to the building’s architecture and enlivening the surrounding landscape.
Much more than a simple screen or static installation, the aesthetically arresting structure that Wash created along with technical partner ADI, is to be a canvas displaying an ever-changing symphony of ideas and visually engaging content, whilst providing a window into the JLR brand and business. Weaving together the company’s successes and heritage with their role in the local community, their part on the world stage and their employees’ contribution.
Although the team at Wash have already created a series of animated and film pieces for the wall, the medium also offers a dynamic basis for creation –whether streaming live events from across the world or taking feeds from the rich content Jaguar put out across their social platforms.