In Milan, Baracuta and Jaguar present "The Next Classic Experience" An immersive installation documenting the search for tomorrow's classic signed by the two brands

Launched in November 2021, The Next Classic Guide, the collaborative cool hunting project signed by Jaguar and Baracuta will reach its culmination in a few days with The Next Classic Experience. The project's journey lasted more than six months and touched more than eight different countries in its attempt to define the concept of "classic" for a new generation. The collaboration produced as its first result an E-Pace customized with Baracuta's visual codes and a G9 Harrington Jacket embellished with Jaguar's logo, and entrusted the talents of some of Europe's most interesting creatives to search for new places, new trends and new characters. Now, after this long journey, the project will return to Milan, within the setting of the former church of San Paolo Converso. Here, in this example of 16th-century Baroque architecture, an interactive art installation will give the public the chance to discover places, trends and personalities that have embodied the very definition of next classic. Throughout the day on May 18, San Paolo Converso will open its doors to an experience designed to tell the story of the relationship between fashion and motors in a whole new light. 

In contrast to the traditional practice that collaborations between automakers and fashion brands follow, The Next Classic Guide did not want to focus in the production of products aimed at sales, but wanted to focus only on cultural research, emphasizing how precisely the latter is the intangible element that can build a brand's legacy and elevate its narrative. It is precisely the results of this research that will be the focus of The Next Classic Event and will be narrated through a unique immersive experience to try to imagine what it is that the world will define "a classic" tomorrow.

To partake in The Next Classic Experience all you need to do is sign up at this link.