The Sweet Melody of Jaguar City Takeover

Written by Alessandro on Wednesday, 28 April 2010 22:17

Jaguar's LA City Takeover efforts continued in Los Angeles with a sensational event at the Sunset Marquis. The happening was produced in partnership with Guitar Aficionado, a lifestyle magazine that touches all areas of men’s interests, from cars to wine and from watches to design; always keeping with the guitar as its epicenter. The Marquis was the perfect venue for this event. It was as though it were conceived expressly to blend cars and music. In fact, this hotel in the ‘70s was known for being a Hollywood oasis for rock stars such as Joe Strummer of The Clash, Glenn Hughes of Black Sabbath and countless others. Nowadays, with its revamped rooms, the level of celebrity has remained the same as Slash of Guns N' Roses, Anthony Kiedis of Red Hot Chili Peppers and Dave Grohl of Foo Fighters and formerly of Nirvana, are all regulars here.
Jaguar and Guitar Aficionado Event at the Sunset Marquis

Jaguar and Guitar Aficionado Event at the Sunset Marquis

The evening’s very special guests mingled around a glowing swimming pool with drinks in their hands, while nibbling the savory treats prepared by Executive Chef, Guillaume Burlion. Those hungry to feast their eyes upon the new XJ had to go to the back garden of the hotel, which I like to refer to as the garden of desires, since the car was tastefully displayed along with a set of five limited edition Fender Jaguar guitars. The 2011 XJ, created by design maestro Ian Callum and his team, continued to draw a crowd throughout the night not just for its sleek design and outstanding craftsmanship of its interior, but for its incredible twenty speaker sound system, created by Bowers & Wilkins.
Miranda Lee Richards Performing at the Sunset Marquis

Miranda Lee Richards Performing at the Sunset Marquis

Greg Di Benedetto, publisher of Guitar Aficionado, explained how he sees the relationship between the magazine and Jaguar: “We have developed a lifestyle brand with Guitar Aficionado. Guitars and cars have a really symbiotic relationship, from the design point of view to the lines of guitars, the central theme is timelessness. The people that we are attracting with this particular magazine are very much the kind of people that will be interested in a Jaguar XJ."
The Fender Jaguars

Di Benedetto goes on to say, "There is also a great parallel between car people and guitar people, as many of the guitar collectors out there have a high level of affinity for cars. The guitars that are on display here tonight are Fender Jaguars from the ‘60s, and we feel it was a logical thing to include them in this event. Guitar Aficionado appeals to people with musical backgrounds - they have music in their DNA, they have guitar in their DNA and they also have a high sense of aesthetic and design. Blending music and design is what we are trying to achieve here tonight.”
Miranda Lee Richards in the XJ

The evening’s soundtrack was set by the sounds of country rock chanteuse and guitarist, Miranda Lee Richards, who displayed her musical talent in a performance that left the crowd mesmerized. Miranda's latest album, Light of X, is available now and she is also working on her next project that will be out in 2011. When asked about the all-new XJ, she answered simply, “That is one beautiful car. That must be a dream car.” This feeling was expressed by many of the guests as they were leaving the party. Most expressed plans to dream about the new Jaguar on their way home, perhaps with a beautiful Led Zeppelin song in background.

For more information visit: http://www.interactivejaguar.com/home/

-- By Alessandro Gambaro

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