Jaguar Australia engaged the services of PLAY Communication to develop a touring exhibit to position the Jaguar XKR as an item of “New Fashion Luxury”. To achieve this, the PLAY creative team set about creating the backdrop for a tantalising object that simply could not be ignored. The Jaguar was removed from its usual context and presented as a fine piece of art, or a luxury good. The idea is about luring people toward the car, and enticing them to interact with the idea of luxury.