PROJECT:by our own creative thought, in collaboration with the Client and world class designers, a unique installation of its own kind is born. From metropolitan chaos to silence, from strong color to total white, from scattering to contemplation: this is the creative concept that animated the Museum of the Permanent of Milan to celebrate the design of the new Range Rover Velar. Reductionism is the concept behind the new Range Rover Velar, the fourth model of the Range Rover family, unveiled in a national premiere, through a journey of images and sounds inspired by the theme of minimalism. While leaving behind the city, visitors are moved to a reality where disarrey leaves room for contemplation and dispersion becomes caution, while city noise and chaotic confusion turn into silence and total white. The multisensory route will find its main creative expression in a stylised woods, harmoniously composed of Kvadrat fabrics. Metaphor of a material and mental passage that leads to pure beauty, visitors crossing this forest will see the car minimal details and then contemplate it in its entirety as an authentic design icon.
CLIENT: LAND ROVER JAGUAR