Land Rover Exhibits Artwork for Range Rover
Land Rover North America has teamed up with Architectural Digest and the New York-based design firm Hollwich Kushner (HWKN) to create a public art installation, inspired by the aluminum body of the 2013 Range Rover vehicle.
The installation is on display today, June 9, in New York City’s Meatpacking District.
The public art installation, titled Climbing Up and created by HWKN founders Matthias Hollwich and Marc Kushner, incorporate many of the same aluminum materials that make up the 2013 Range Rover vehicle, and features the vehicle through an evocative, interactive experience.[ Also Read: Daniel Craig Stars in Range Rover Sport Film ]
“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 VP, 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 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.