British luxury performance brand Jaguar has chosen the iconic Burj Khalifa for the Middle East launch of its first performance SUV, the Jaguar F-Pace.

The Jaguar F-Pace will be launched on May 2 in the region through a stunning creative and artistic execution which will see Jaguar become the first commercial brand in the world to use the world’s tallest building façade as a communications platform.

Commenting on the announcement, Jaguar Land Rover MENA and Pakistan managing director, Bruce Robertson, said: “Our cars are a manifestation of our technical artistry – passion, human skill, British design, craftsmanship and ingenuity.  Burj Khalifa is a global icon that pushes the frontiers in design, architecture, and construction; what better way to celebrate the arrival of Jaguar’s ultimate practical sports car than with a never-before-seen LED show on the world’s tallest building screen.  We are thrilled to share this once-in-a-lifetime event with the world on May 2.”

According to a press release, the iconic LED light animation featuring the Jaguar F-Pace will be exhilarating to watch, and is designed to get the heart racing and the blood pumping, something that could only come from the fusion of two technical and design masterpieces, the Jaguar F-Pace and Burj Khalifa.

The event also represents the next instalment of ‘The Art of Performance’ story, Jaguar’s communications platform launched in 2015 to celebrate performance that excites the senses and pushes past the limits of convention to become more than automotive exhilaration. – TradeArabia News Service