The launch of the Range Rover Evoque in Paris was as much a public art event as a car debut.
Car launches at auto shows typically involve a lot of spectacle for the media and auto industry insiders. Unfortunately the general public rarely gets to experience an unveiling first hand. Prior to the start of this years’ Paris Motor Show, Land Rover took advantage of an opportunity to not only preview a vehicle to the automotive press, but also attendees to Paris Fashion Week, and the general public. The debut was for the Range Rover Evoque, a new small crossover vehicle designed for urban use. The tight streets of Paris are the sort of environment the Evoque was designed to navigate which is why the city became the perfect choice for the launch.
A plan was devised to create four installations each one reflecting a character trait of the Evoque. Designer and Sculptor Benedict Radcliffe was called to art direct and oversee the production of four full-size wireframes representing the shape of the Evoque. Benedict is something of a wireframe expert creating the iconic Lamborghini Countach sculptures. The Evoque wireframes became the basis for the invited artists and designers to add additional elements to that reflected both an Evoque trait as well as personal inspiration from the city of Paris. PSFK met with each of the contributing artists to get some insight into how the responded to the brief “What inspires you about your city?”
Creator of the famous graffiti Mr A cartoon figure in the late 90’s, André remarked to us that in considering his theme of ‘Design’, graffiti seemed to be a perfect way to reflect the urban characteristics of the Evoque. André mentioned that his work is based on the use of a lot of simple linework and he saw the use of the same kind of simple lines in the exterior design of the Evoque.
Luxury was the theme Jean-Charles tackled with his installation. He attached a pair of neon wings to the Evoque. While initially the installation looks simple, the idea behind Jean-Charles’ piece is quite complex. Spirituality became his inspiration from Paris, as he says, Paris is a city of ghosts of history. He also realized that by removing the first two letters from the word “Range Rover” the meaning changed to “angel over”. The wings become a symbol for the way the Evoque provides protection for its occupants.
Jérémie’s installation reflected the technology of the Evoque by contrasting it with architectural fragments from the city of Paris. The Evoque wireframe sits atop a pile of bits of classical moldings and sculptures showing a departure from tradition.
Yorgo was impressed with the shape of the wireframe and wanted to reflect the theme of sustainability without detracting too much from the shape. He remarked that aerodynamics play as important a part in vehicle efficiency as does the motor. So he represented the sleek design of the Evoque using strips of OLED’s. The material is paper thin and can be illuminated at night. The installation was in the courtyard of the Pompidou which is famous for having all the structure on the outside. Yorgo commented that he liked the play between the building and his installation which showed the efficient structure of airflow.
Below is a short video Range Rover has put together with a synopsis of the four installations.
We’ve also got a few photos of the formal Evoque unveiling at the Paris Motor Show.