- Land Rover unveils unique sculpture for London Design Festival
- Installation celebrates 'Reductionism' design philosophy that inspired new Range Rover Velar and points to future models
- London Design Festival celebrates and promotes city as world's design capital
- 'Reductionism' installation on plinth outside Design Museum in Kensington
- #REDUCTIONISM
London, UK, 15 September 2017 – Land Rover has a new place at the heart of the world's creative capital – a dramatic sculpture at the London Design Festival.
The installation at the Design Museum in Kensington offers an extraordinary insight into the Land Rover design philosophy of 'Reductionism' that inspired the new Range Rover Velar. The sculptured vehicle is Land Rover design in its purest form; beautifully balanced volumes and proportions with stunning silhouettes that point towards future models.
Gerry McGovern, Land Rover Chief Design Officer, said: "Creating a positive emotional response is central to Land Rover's modernist design philosophy. Every line and every feature has a purpose. It's an approach defined by creative intelligence.
Through the art of simplicity and reducing complexity, modernity is brought to the forefront – creating compelling objects of desire and vehicles with a timeless quality."
The 'Reductionism' installation is on a plinth at the entrance to the Design Museum. The London Design Festival celebrates and promotes London as the world's design capital and gateway to the international creative community. It is now in its 15th year.
It is open to the public until 16 – 24 September at the Design Museum, 224-238 Kensington High Street, Kensington, London W8 6AG.
ENDS
Notes to editors:
About Land Rover
Since 1948 Land Rover has been manufacturing authentic 4x4s that represent true 'breadth of capability' across the model range. Defender, Discovery, Discovery Sport, Range Rover,
Range Rover Sport, Range Rover Velar and Range Rover Evoque each define the world's SUV sectors, with 80 per cent of this model range exported to over 100 countries.
For further information log onto www.media.landrover.com or contact:
James Scrimshaw
Product Public Affairs Manager, JLR Australia
T: +61 (02) 9020 1773
E: jscrimsh@jaguarlandrover.com
Jessica Wen
PR Intern, JLR Australia
T: +61 (02) 9020 1740
E: jwen1@partner.jaguarlandrover.com