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> > XAL

XAL

60

XAL: Light Stories 2025, 74 96

Land Rover Exhibition Center
Hanoi, VN – by Studio Hagger and
lighting design by kobi lighting studio
“ The precision of our spotlights creates an
atmosphere that welcomes visitors, guides
them visually, leaves an impression, and
reflects a brand’s modern-luxury strategy.”

Javier Nieto, Managing Director
For the world's first Jaguar Land Rover showroom
dedicated to Modern Luxury in Hanoi, kobi lighting
studio redefined this concept through light, leading
the project with a distinctive vision. In collaboration
with Pon Phu Thai Mobility and James Hagger, the
lighting design seamlessly reflects Jaguar and Land
Rover’s commitment to quality, sustainability, and
innovation. Targeted lighting was designed to create
an atmosphere that welcomes, guides, and impress-
es visitors through the space – while setting a new
benchmark for luxury in automotive retail.
To achieve this, kobi lighting studio has challenged
conventional norms to create a unique customer ex-
perience. The lighting concept is based on two pillars:
The first is architectural in nature, with a flow of light
that dynamically defines and shapes the space. The
second is product-related, with lighting that subtly
emphasises the sporty curves, intricate details, and
unique signature of each Jaguar Land Rover vehicle.
The use of SASSO spotlights has achieved an ideal
result for both pillars. The approach aims to change
the automotive status quo by placing the brand at
the centre of a human-centric, emotionally engaging
journey. Sustainability and efficiency also take cen-
tre stage. The glass façade, which lets in generous
amounts of natural light, allows energy to be saved
and the carefully planned lighting solution with colour
warm dimming helps to maximise the visual impact.
Every day, the showroom comes to life in a symphony
of lights.
A unique brand
experience
SASSO
72

Martinelli Luce

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Light Stories 2025 74 of 96

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