Land Rover is very happy to show off its new Evoque. In fact, the automaker just commissioned an artist to create wire-frame versions of the little luxury crossover. The pieces, of which there are four, have been placed as art installations throughout Paris. The whole concept is designed to highlight the model during its world debut at the 2010 Paris Motor Show.
Four artists were chosen to create the pieces; André (a.k.a. "Monsieur A"), JCDC, Surface To Air and Yorgo Touplas. The unique units can be seen now through the end of September.
We're big fans of wire-frame artwork because it presents a very unique perspective on an everyday object. It's a smart way for Land Rover to get the Parisian locals and visitors talking about their newest model, especially since the city is currently filled with automotive journalists attending the Paris Motor Show and fashionistas in town for Paris Fashion Week.
[Source: Land Rover] Show full PR text
Paris, September 28th 2010: Range Rover has today unveiled four pop-up temporary street installations at key Parisian landmarks. The brand has worked with leading contemporary Parisian artists to create artworks which have been inspired by the new Range Rover Evoque and the city of Paris.
The installations focus on luxury, design, sustainability and technology and represent key aspects of the car. Each will be unveiled at the start of Paris Fashion Week and have been created by artists André (AKA Monsieur A), JCDC, Surface To Air and Yorgo Touplas. Each of the chosen artists has long been influenced by their city, Paris, but today they each reveal how this relationship has led to a three day street pop-up with Range Rover.
Artist JC/DC says of his installation:
"My representation of luxury references grace, intimacy and protection. This is a concept frequently related to the pleasures of enveloping oneself in a garment and my work with bespoke and couture fashion. Similar to luxury clothing, this installation reflects a graceful protection."
The pop-up street installations have been built around a wire frame replica of the Range Rover Evoque and will be positioned at iconic locations, including the Pompidou Centre and the Palais de Tokyo. They will be in situ from September 28th – September 30th 2010 and open to the public to view.
Land Rover design director Gerry McGovern, said:
"The Range Rover Evoque has been designed with a creative and urban audience in mind. Like a true Range Rover, the Evoque delivers the all-weather, all-surface capability which is a hallmark of the brand. Paris is the first city to see the car and we wanted to mark its arrival with a series of unique installations that epitomise the cars' city spirit."
Range Rover reveal at Paris Motor Show
The Range Rover Evoque will be officially unveiled at the Paris Motor Show on the 30th September. The all-new coupe is the smallest, lightest and most fuel-efficient Range Rover ever. It will be a truly global car and will be sold in over 160 markets from summer 2011