eing recognized as cool and cutting edge isn’t just about being seen, it’s about being seen with the right people at the right places. So when Jaguar Cars Ltd. needed to launch its new XF sedan — and get its 200 North American dealers up to speed on the car’s hot new design and technical specs — the company decided to host a three-day event centered on customized theater, restaurant, and lounge experiences in tune with the SoCal lifestyle that typifies the car’s target buyers.

Using Los Angeles and Hollywood hot spots as a backdrop, North American Jaguar dealers began their event experience at the newly updated Sofitel L.A. Hotel. After being checked in by event staff, guests attended a reception with Jaguar representatives followed by a night of socializing at the hotel’s trendy Stone Rose Bar.

The next morning, Jaguar took its guests to Sony Picture Studios in Culver City, CA, where a 15,000-square-foot soundstage had been transformed into three distinct environments: a hip nightclub, a business theater, and a swanky dining establishment — all under one convenient roof.

Dealers entered through a blue-lit lobby inspired by the XF’s interior lighting, before being led into the club-like lounge to enjoy refreshments. The guests then passed through a curtain of chains into a specially designed theater, where a video presentation teased them with information about the XF Sedan. Finally, the car made its grand entrance along a 50-foot runway that swept around the theater. Dealers then dined on a lunch made by Chef Wolfgang Puck before they returned to the hotel to refresh before heading to a private reception at Social Hollywood.
On the final day of the event, the 200 Jaguar dealers were taken to the XF’s North American press debut at the Los Angeles International Auto Show, where they watched international automotive journalists shoot photos and toss admiring questions at the newest star in the Jaguar lineup. e