Chevy and Renault aren’t the only two automakers showing off their artistic abilities as of late. Land Rover today has announced a new sculpture for display at the London Design Festival this coming weekend. The British automaker is calling the piece "Reductionism," and it uses the same design philosophy that inspired the look of the new Range Rover Velar.
The installation will sit just inside the entrance at the Design Museum in Kensington, and will provide onlookers an in-depth view of Land Rover design "in its purest form," says the company. Apart from showing off the marque's sleek new design direction, the sculpture is said to preview future models. Exactly which upcoming model being previewed remains to be seen, but judging by the size of the two sculptures, a smaller SUV below the Velar doesn't seem out of the realm of possibility.
"Creating a positive emotional response is central to Land Rover’s modernist design philosophy," said Gerry McGovern, Land Rover Chief Design Officer. "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 piece stands at six-and-a-half feet (two meters) tall at its highest point, and is finished in satin-painted aluminum and glass fiber. The two arches sit on a concrete pillar at right angles to each other. Those interested in taking a look at the sculpture firsthand can head to the Design Museum from tomorrow, September 16th, until the work is removed on September 24th.
Source: Land Rover
Gallery: 2018 Land Rover Range Rover Velar: First Drive
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.