Monday 8 September 2014...6.15pm to 11pm...
Jaguar XE - world premiere and launch party at Earls Court Exhibition Centre, Warwick Road, London, SW5.
This really was a mega event that must have cost a fortune.
Jaguar launch their new car with a massive invited crowd of 2900 guests from around the world.
They have put many in hotels and bussed them to the venue.
As expected it is pretty much 90% men in suits.
The new Jaguar XE – the British firm's rival to the all-conquering BMW 3 Series – The Jaguar will be priced from £27,000 and is set to go on sale after its public debut at next month's Paris Motor Show. The first cars will be delivered to their owners in May 2015.
I pick up my approved media pass that gives me full access all areas.
First I am by the red carpet area checking out arrivals while sipping some drinks for the first hour.
A nice surprise to see two rockers as AC/DC vocalist Brian Johnson and Iron Maiden drummer Nico McBrain
are here and both are very friendly and chatty.
Brian talked about his love for cars and confirmed that the AC/DC world tour is to start in March 2015.
I also got a nice photo with him.
Nico McBrain told me Iron Maiden will be playing more shows in 2015.
Laura Whitmore is the interview host on the red carpet.
Lots of other names turn up including Gary Lineker,Stella McCartney,Paloma Faith,David Gandy,
Sir Stirling Moss,Example,Damian Lewis,Sir Steve Redgrave,Eva Herzigova and Mark Fuller.
Jodie Kidd was here with her war hero boyfriend David Blakeley.
Also the acts that would appear in the theatre show later who included Emeli Sande,Eliza Doolittle,
Max Milner,Kaiser Chiefs and actor John Hannah.
At 7.15pm the entire crowd were ushered to a huge seating area and from 7.30pm we were treated
to a stunning theatrical show that lasted over 90 mins.
For those not knowing English there were headsets with ten different languages.
The show is based around a young boy with a group of friends on an exhilarating journey to create
the Jaguar of 2015.Along the way they encounter moments of Jaguars past,present and future,
celebrating the company's achievements in performance,innovation,design and iconicity.
There is a 50 piece orchestra and around 30 actors on the big stage that also allows Jaguar cars
from through their history to appear along with singers,costume changes,ballet,dancing and moveable scenery.
Actor John Hannah does a fantastic job as narrator.
During the show we get some live acts.
Emeli Sande sings a stunning 'Read All About It'.
Eliza Doolittle sings her hit 'Pack Up'
Max Milner who is a new act sings a song.
Kaiser Chiefs play two of their gems 'Ruby' and 'I Predict A Riot'.
Before the reveal they showed the car being taken by helicopter in the factory from Solihull to London.
Then lots of photographers taking pictures of the car with celebs and Jaguar execs.
The effort and cost put in tonight was all pretty incredible.
From 9.15pm to 11pm were are in the vip area with around 200 other folks.
Brian Johnson,Nico McBrain,Kaiser Chiefs,Example and a few other celebs are here.
Also Billy Duffy from The Cult was here.
Emeli Sande played a 45 mins set by The River Thames which was beamed back on the big screens.
All guests enjoyed Pol Roger champers all through the evening along with vodka cocktails,
wines,beers and different bowl food.
As Spinal Tap would say "this event went up to 11".
. I doubt they would have made the trip together from abroad for such a (relatively) modest sport event.
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