24.6.2013

Instalación Land Rover en Nueva York

Land Rover North America se asoció con la revista Architectural Digest y la firma de diseño HWKN para crear una instalación de arte inspirada en el cuerpo de aluminio del vehículo Range Rover 2013. La espectacular instalación de arte público se exhibió a principios del mes de Junio en el Meatpacking District de Nueva York.

Original Text in English

Land Rover North America has teamed up with Architectural Digest and the New York-based design firm HWKN to create a one-of-a-kind public art installation, inspired by the aluminum body of the 2013 Range Rover vehicle. The installation will be unveiled in New York City’s Meatpacking District on June 6, 2013. The public art installation, titled Climbing Up and created by HWKN founders Matthias Hollwich and Marc Kushner, will incorporate many of the same aluminum materials that make up the 2013 Range Rover vehicle, and will feature the vehicle through an evocative, interactive experience. The exhibit will open to the public June 7-9.

“The all aluminum structure of the 2013 Range Rover allowed Land Rover to shed 700 pounds from the outgoing model; making it faster and more fuel efficient,” said Kim McCullough, Brand Vice President, Land Rover North America. “This spectacular public art installation speaks to the physical properties of high-strength aluminum, as well as the design aesthetic of the 2013 Range Rover and we’re excited to see how it draws attention and discussion to our next generation Range Rover.”

Utilizing aluminum rivet-bonds, the installation’s design is tied to the 2013 Range Rover vehicle’s form, picking up on three distinct lines that define the vehicle’s iconic design. In developing the installation, HWKN used a series of plates to create a triangulated structure spine that supports the car, which will rest at a dramatic angle. The effect, say Hollwich and Kushner, is that the car will seemingly be in motion even as it sits atop the structure.

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“We were inspired by the assembly, form and performance of the 2013 Range Rover and that dictated everything we did,” said Kushner. “The design of the vehicle itself is so rooted in architecture, and we wanted to translate that DNA into our installation. At the same time, we wanted to convey how strong – yet light – the all-aluminum vehicle structure is.”

“We knew that Matthias, Marc and the team at HWKN were up to the challenge Land Rover gave us,” said Giulio Capua, Vice President and Publisher of Architectural Digest. “We’re thrilled with the concept they came up with. It represents the best kind of design: it makes an emotional connection with our design-focused community, while conveying the essence of the Land Rover brand.”

Land Rover’s media buying agency, Mindshare, teamed the luxury automotive brand up with Architectural Digest who had the relationship with HWKN. The architectural firm then collaborated with partners Neverstop, an experiential agency, and Acer, a Toronto-based fabricator charged with the installation’s construction, to create the structure that will be unveiled on June 6 at the intersection of 9 Avenue and West 14 Street in Manhattan. The installation will be open to the public from 9 a.m. – 9 p.m. on Friday, June 7 and Saturday, June 8, and from 10 a.m. – 2 p.m. on Sunday, June 9. Visitors will be encouraged to interact with the exhibit socially through tweets and Instagram posts that will be shared on flat-screen monitors embedded within the structure.

The 2013 Land Rover Range Rover vehicle has been engineered from the ground up to be the most capable, most refined Range Rover ever. Lighter, stronger, and with new levels of refinement, the next Range Rover reinforces its position among the finest luxury vehicles. It is the world’s first SUV with an all-aluminum unibody structure that is lighter and stronger than ever before, with a weight savings of about 700lbs compared to the outgoing model.

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