Jaguar opens London flagship blending retail with art and hospitality

Jaguar has launched its first permanent flagship store in London at 81-93 Knightsbridge. The new location, named Jaguar at Knightsbridge, abandons the traditional car dealership format in favor of a hybrid model blending automotive retail with cultural experiences, hospitality, and artistic displays.

The space features a gallery-style layout where clients can examine the brand’s design principles alongside vehicle customization appointments. A café, Café Eighty-One, will serve visitors, customers, and the surrounding community.

Lithia UK, a premium automotive retailer, will manage the flagship under its partnership with Jaguar Land Rover. The company already oversees Jaguar’s Land Rover boutique in Mayfair and previously collaborated with Jaguar Land Rover on immersive showroom events, including a recent exhibition in Wolverhampton.

Paul Westaway, managing director of Hatfields and Stratstone Luxury and Exotics at Lithia UK, said: “We are delighted to be the retail partner for Jaguar at Knightsbridge. Over the last 18 months, our partnership with JLR has continued to go from strength to strength, further expanding our representation of the brand across the UK. Earlier this year, we were proud to support Jaguar as it unveiled its new brand direction to customers through an immersive showroom experience at our Wolverhampton site. Today, the opening of Jaguar at Knightsbridge marks an exciting new chapter in our partnership, and we look forward to delivering our clients a unique, luxury experience befitting this unmistakeable British brand.”

Santino Pietrosanti, Jaguar’s UK director, said: “Jaguar at Knightsbridge is our new London home and the first permanent expression of Jaguar’s transformation. It is a place where clients and visitors can experience our world through design, culture, craftsmanship and hospitality. We have created a distinctly modern luxury destination that goes beyond traditional automotive retail, while offering a highly personal introduction to new Jaguar. Supported by our dedicated UK retail network, Jaguar at Knightsbridge marks an important milestone as we prepare to welcome a new generation of Jaguar clients.”

This initiative supports Jaguar’s broader UK retail transformation, under which dealerships will provide tailored commissioning and ownership services for new models. Current owners will maintain access to servicing through Jaguar’s authorized repair network, while pre-owned vehicles will remain available through separate locations.