Jaguar has opened a two-floor brand store and café in London’s Knightsbridge, giving the public a first look at its Type 01 electric grand tourer shortly after the car’s premiere in New York.
The showroom at 91 Knightsbridge opened this week, a short walk from The Berkeley hotel, and is one of the standalone brand stores Jaguar has planned as part of its relaunch as an electric-only luxury brand.
Jaguar describes the space as “the new home of modern luxury in London.”
The store sits in Knightsbridge Gate, a redevelopment behind a Grade II-listed 1905 façade that was completed in 2022, according to property database Buildington.
Jaguar did not disclose the store’s floor area, its investment in the site or its opening hours.
Inside the Store
The interiors use travertine stone, brass and brightly colored pleated velvet walls, reflecting the design language of the Type 01, according to outlets that previewed the store.
An installation called Jaguarscape traces the evolution of the brand’s “Leaper” emblem.
The lower floor houses the Design Vault, where the Type 01 is displayed and buyers specify their cars.
The Vault shows a full-size, real-time rendering of a customer’s car on a large screen and has a discreet rear entrance, Design Week reported. Sales take place in screen-free lounges with natural light and no traditional sales desks.
The store also has a small library-style archive for design inspiration, Elite Traveler reported. Journalists were shown the Type 01 at the store in a preview ahead of its public debut.
“Talking to people about the teams engineering achievements on Type-01 in the London Jaguar store was a great way to round off reveal day,” Jon Darlington, who lists his role as Architecture Chief Engineer at Jaguar, wrote in a LinkedIn post.
A Café by Michael O’Hare
The store includes Café Eighty-One, a permanent 40-seat café created with Michelin-starred chef Michael O’Hare and open to the public.
The café opens on Thursday, according to Hot Dinners.
Its menu centers on afternoon tea, alongside dishes such as a lobster roll, an Iberico pork bacon sandwich and eggs with brioche soldiers, with truffle or caviar as options.
Santino Pietrosanti, Director of Jaguar UK, said the café was “designed to be open, welcoming and inspiring.”
Jaguar plans guest-chef collaborations, seasonal events and a “Jaguar Taste Series” at the café.
A Year in the Making
Blue hoarding carrying Jaguar’s branding went up in Knightsbridge in August 2025, Fact magazine reported.
In December 2025, Jaguar used the same address to display the Type 00 concept in a “London Red” finish alongside three historic models, marking 90 years since the SS Jaguar was first shown in London.
The company said then that the display previewed how Jaguar would appear in “a select number of exclusive brand stores” worldwide, supported by a network of luxury retailers, in a statement.
When the rebrand was unveiled in November 2024, Rawdon Glover, now Managing Director of Jaguar, said the UK dealer network would shrink to around 20 outlets.
Jaguar would also run a brand store in central London and stores in north and south London, Glover said at the time, according to Car Dealer Magazine.
The company has not announced the other two London sites.
The Car Behind the Store
The Type 01 was unveiled on Oct. 6 at the STORIED venue in New York, where actress Florence Pugh was named Jaguar’s first brand ambassador, according to the company’s release.
The four-door grand tourer is priced from £130,000 ($172,400) in the UK, with orders due to open in early 2027 and first deliveries expected in the second half of the year.
A well-equipped car will cost around £150,000 ($198,900), and bespoke specifications could exceed £200,000 ($265,300), Autocar reported.
The tri-motor car produces up to 1,030 PS and has a claimed WLTP range of up to 450 miles from a 118 kWh battery, according to Jaguar.
The car will be assembled at Solihull, with battery packs made in Wolverhampton, according to the BBC.
Nearly 9,000 Solihull workers have been retrained to build electric cars, JLR said, according to AutoNext.
Around 80% of the roughly 50,000 people who registered interest in the car have never owned a Jaguar, JLR said, according to AutoNext.
No New Cars
Jaguar stopped selling new cars in the UK in November 2024 to prepare for the relaunch.
It registered six new cars in the UK in January 2026, compared with 783 a year earlier, according to SMMT data.
Tata Motors‘ JLR sold 800 Jaguars worldwide in the quarter to Sept. 30, down from 6,910 a year earlier, as outgoing models ran out.
German dealers said in January there was “currently no business case” for the brand ahead of the relaunch.
JLR opened a voluntary redundancy scheme in September that reports said could cut up to 4,000 jobs, and its longtime design chief Gerry McGovern left in December after PB Balaji became Chief Executive Officer.
