Imagination has been appointed global exhibition design consultancy for Ford’s three premium car brands, Aston Martin, Jaguar and Land Rover, in a project worth well into the six-figure fees bracket.
The work will encompass around 25 car shows a year worldwide, and kicks off with the Frankfurt Autoshow in September. Concepts for the show have been signed off this week. Imagination won an unpaid creative pitch against GLS Design in February.
The work comes as Ford seeks to capitalise on forthcoming car launches. Aston Martin is introducing a replacement for its DB 7 prestige marque, currently code-named AM803, and Land Rover is preparing for the launch next year of its new Discovery.
The car giant also hopes to consolidate recent repositioning work on its luxury brands. Jaguar this year unveiled its Fitch-designed flagship showroom (DW 3 April) and revamped corporate identity by The Partners, both designed to invigorate the brand’s ‘contemporary Britishness’.
Imagination’s appointment follows its exhibition design work for Ford in North America, specifically for Land Rover and Aston Martin. The extension of this work to all three sister brands globally reflects ‘increased co-operation’ between them as they ‘seek to improve efficiencies’ within Ford, says an Imagination spokeswoman.
Detailed design work is now underway for the Frankfurt exhibition stands following concept sign-off last week, says global exhibitions manager for Jaguar and Land Rover Andy Fellows. Imagination is introducing a new approach to Land Rover’s exhibition stands to ‘bring to life its adventurous spirit’, he adds.