In the run up to this week’s Paris Motor Show, 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 JCDC says of his installation: “My representation of luxury references grace, intimacy and protection. This is a concept frequently related to my work with bespoke and couture fashion. Similar to luxury clothing, this installation reflects a graceful protection.”[blockquote type=”blockquote_quotes” align=”right”]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.[/blockquote]
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.”
The Range Rover Evoque will be officially unveiled at the Paris Motor Show on September 30 2010. 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.