Jaguar's Knightsbridge flagship is the only place to see the Type 01

Jaguar has reopened its redesigned flagship store in Knightsbridge, London, as the only place in the world where the public can see the recently unveiled Type 01 electric car.

The British car brand overhauled the central London showroom to align its aesthetic with the Type 01, the first car in what Jaguar describes as a new era for the company. The aim, according to the brand, was a clear departure from the traditional car showroom.

"[We wanted] to create a physical expression of the new Jaguar," said Nick Rolls, senior manager of Jaguar Land Rover's spatial brand design team, which was responsible for overhauling the store.

"Rather than a traditional showroom, we wanted to design a destination where architecture, culture, hospitality and craftsmanship come together – and London felt like a natural home for that vision," he continued.

"The space has been purpose-designed from the ground up to embody the brand's new identity – it gave us the opportunity to truly rethink what a Jaguar destination could be outside traditional conventions."

What does the visitor actually find inside?

The ground floor has space to display two cars. One of them is currently the Type 01, which makes the showroom the sole public viewing point for the vehicle anywhere in the world.

The majority of the ground floor, however, is occupied by a restaurant. Named Café Eighty-One, it was created by Michelin-starred chef Michael O'Hare and finished in rich red fabric. Upholstered benches run around the space, and a series of booths lines the front facade.

"Food is one of the most universal forms of connection," said Rolls. "We wanted Café Eighty-One to be a welcoming space where people could spend time, meet friends or discover something new."

"It's designed to be a destination in its own right, helping make Jaguar at Knightsbridge part of London's cultural and hospitality landscape," he continued.

How does the interior echo the car?

According to Rolls, the extensive use of red was a nod to the surrounding brick architecture of central London.

"Jaguar's design philosophy is exuberant modernism, so colour plays an important role in creating emotion, atmosphere and a sense of occasion," he said.

"The rich reds within Café Eighty-One were inspired by London's iconic red-brick architecture, which is so prevalent throughout Knightsbridge and the surrounding neighbourhoods," he continued. "It was a way of connecting the interior to its setting while creating a warm, vibrant environment that feels distinctly London."

Through the rest of the spaces, materials and colours were chosen to evoke the interiors of the Type 01 directly.

"The relationship is deliberate," said Rolls. "The interiors share the same emphasis on materiality, craftsmanship and bold, contemporary form that defines Type 01."

"Materials such as travertine, tactile textiles and warm brass reference the vehicle's interior, while the use of sculptural shapes, carefully composed lighting and strong geometric forms reflects the same creative philosophy behind the car," he continued.

While the public restaurant and showroom sit on the ground floor, a lower level contains more private spaces for sales, meetings and discussions about customisation. One of these, called the Design Vault, was finished entirely in rich navy blues.

A new era for a rebranded marque

The showroom follows the launch of Jaguar's second electric car earlier this year, the Type 01. The car is the production version of the much-discussed Type 00 concept car, which drew wide attention when it was unveiled in 2024 following a rebrand for the company that was described as a "complete reset".

Rolls hopes the revamped space will help people understand the scale of the rethink now under way.

"I hope people leave with a deeper understanding of Jaguar," he concluded. "Every element of the destination has been designed to reflect craftsmanship, creativity and bold design. We want people to feel a genuine connection to the brand and to see Jaguar through a new lens."

With the Type 01 visible nowhere else, the Knightsbridge store now functions as the single physical test of whether that reset can draw a crowd.