Jaguar plays key role in new design exhibition

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Jaguar is taking a starring role in a new exhibition showcasing the best of British design.

The British Design Exhibition at the Victoria & Albert Museum highlights examples of great UK design from 1948 to the present, ranging from T-shirts to transport, from ad campaigns to cameras, and from fashion to phones.

The timeframe spans the two London Olympics, from the first post-war austerity games in 1948 - the same year as the X120 was unveiled at Earls Court - to the imminent 2012 event.

To mark the opening, C-, D- and E-type were on display outside the museum entrance while 9600 HP, the original Geneva show car, is on show inside (main image).

Jaguar design director Ian Callum said: “It’s so stimulating to be surrounded by such brilliant, yet such diverse, British design. And it’s a reminder of what a rich heritage our rain swept little island has.”

He added: “In the midst of this exhibition dedicated to brilliant British design of the past and present, we are very pleased to be celebrating Jaguar’s role. But, just as important, we want to anticipate and celebrate the future, and an upcoming generation of great Jaguar sports cars.

"The C, D and E-type Jaguars sum up truly great automotive design, and so in creating our next new sports car, the F-type, I have been acutely aware of these dramatic and beautiful entities.”

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