British luxury brand Jaguar created a world first with the Middle East launch of its all-new F-Pace performance SUV at Burj Khalifa, the world’s tallest tower.

In a fitting tribute to the renowned city of firsts, Dubai was a worthy choice for Jaguar to launch the F-Pace, the brand’s first SUV, to the Middle East region with a jaw-dropping show on the façade of the city’s iconic landmark - Burj Khalifa, the company said.

It said Jaguar is the first commercial brand to have used the architectural landmark as a branding space.

Thousands of Dubai residents, tourists and a handpicked selection of VIP guests turned out to watch the dramatic three-minute spectacle which was seen across the world by viewers on Jaguar’s online channels.  

The show started with a striking projection of the Dubai cityscape across the huge central panel of the Burj Khalifa façade, with the F-Pace outline roaring into view, scaling the length of Burj Khalifa; representing the performance prowess of Jaguar’s newest addition. A beautifully crafted Arabic calligraphy symbol by renowned Arab artist Wissam Shawkat then took shape on the façade before bursting off screen.

The spectacle culminated in the dramatic reveal of the Jaguar F-Pace, elevated almost six metres off ground-level, framed in a rainbow of fireworks to a choreographed finale. A synchronised reveal of the car also took place beside the Horse 2007 statue by Fernando Botero at The Dubai Mall promenade level in front of Burj Khalifa and was later available to guests for an up close and personal experience.

Spanning a total area of 32,467 sq m, Burj Khalifa’s LED façade holds the Guinness record as the ‘World’s Largest LED-Illuminated Façade’ and brought to life the Jaguar display using 70,000 LED bulbs synchronised across the imposing structure which stands tall at an impressive 828 m.

Jaguar marked the occasion with an exclusive event held at the quintessentially British Fortnum & Mason overlooking Burj Khalifa, where VIP guests were treated to exceptional food and unparalleled views of the breath-taking display as it unfolded.

Jaguar Land Rover Mena managing director Bruce Robertson said: “The All-New Jaguar F-Pace is the ultimate practical sports car and the most important launch in our brand history; delivering an unparalleled driving experience. What better way to welcome the F-Pace to the region than with a world-first on the world’s tallest building - the iconic Burj Khalifa.”  

The All-new Jaguar F-Pace is a dynamic five-seat performance crossover offering a combination of Jaguar sports car inspired exterior design, fused with a practical and spacious luxury interior. Designed, engineered and manufactured in the UK, it has undergone thorough regional testing at Jaguar Land Rover’s Engineering Test Centre in Dubai and is now available to order at exclusive Jaguar retailers across the Middle East and North Africa region.  

Visitors to The Dubai Mall Promenade in Downtown Dubai will be able to see the Jaguar F-Pace show on Burj Khalifa façade from May 3 to 9 with scheduled shows between 7 pm to 11 pm. - TradeArabia News Service