Paris Motor Show: Fashion, Art, And Cars – The Range Rover Evoque Launch

Paris Motor Show: Fashion, Art, And Cars – The Range Rover Evoque Launch

The launch of the Range Rover Evoque in Paris was as much a public art event as a car debut.

Dave Pinter, PSFK
  • 11 october 2010

(L to R – Jean-Charles de Castelbajac, Yorgo Tloupas, André, Jérémie Rozan)

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?”


André (aka Monsieur A)

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.


Jean-Charles de Castelbajac (JCDC)

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 Rozan (Surface to Air)

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 Tloupas (Intersection Magazine)

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.




Special thanks to Land Rover and The Brooklyn Brothers for providing PSFK with arrangements to see the installations in person.


Machine Printer Uses Coffee Drips To Create Intricate Portraits

Arts & Culture
Technology december 2, 2016

Why Nest Doesn't Get The Holidays

PSFK founder reacts to the damaging effects of poor email marketing

Children december 2, 2016

Robots Could Be Joining Dubai’s Police Force In 2017

The real-life RoboCops can salute, shake hands and collect traffic fines


Get PSFK's Related Report: Future of Automotive

See All
Travel december 2, 2016

Parka Hides And Charges Portable Devices

Bolt is a jacket that lets people carry and charge their various electronics without the need for an outlet

Food december 2, 2016

Yelp's New 'Yelfie' Feature Lets Diners Take Selfies

The update is designed to encourage people to attach a selfie when they share their experiences

Design & Architecture december 2, 2016

Build Your Own Savory Cheese Advent Calendar

A British food blogger has created a guide to building a different kind of holiday surprise

Fitness & Sport december 2, 2016

Floating Gym Concept In Paris Is Powered By Your Workout

The proposed design from Carlo Ratti Associati lets passengers ride a stationary bike as they travel through Paris along the Seine River


Future Of Retail 2017
Transformation Strategies For Customer-First Business

PSFK Op-Ed december 2, 2016

Customer Service Expert: Why Offline Retail Has Better Data Than Online Retail

Healey Cypher, Founder and CEO of Oak Labs, shares why we should be thinking about the physical store as an e-commerce site

PSFK Labs december 1, 2016

Retail Spotlight: Home Depot Reimagines How Employees Conduct Tasks

The home improvement retailer puts the customer first by initiating local fulfillment centers and simplifying freight-to-shelf inventory management

Syndicated december 2, 2016

What Does The Future Of Android Look Like In A World With The Pixel?

Google’s decision to make its own phone might have looked like a blow to the likes of Samsung but the reality is much more interesting

Fashion december 2, 2016

Alexander McQueen Designs A 3D-Printed Umbrella

3D-printed fashion arrives in time for the winter season

Work december 2, 2016

Why Training Associates To Be Advocates Is Key To Retail Success

In our Future of Retail 2017 report, PSFK Labs discusses strategies to prioritize customer service, which begins with associate advocates

Media & Publishing december 2, 2016

Netflix Creates Binge Candle To Celebrate A New Season Of Gilmore Girls

The streaming service developed a special layered candle that creates candle with episode-specific smells

Arts & Culture december 2, 2016

Interactive Film Tells A Story About Living With Cancer

A moving song written by a father of a cancer patient comes alive in a 3D environment


Future Of Work
Cultivating The Next Generation Of Leaders

Automotive december 2, 2016

Audi And LEGO Exhibit Autonomous Vehicle Installation

The installation at Design Miami explores the 25th hour, which represents bonus productive work or play time

Gaming & Play december 2, 2016

This Game Lets You Be A Pilot In The Drone Racing League

DRL Racing Simulator recreates actual courses in a virtual environment

Travel december 1, 2016

Hotel Chain Is Giving Away Its Not-So-Super Hotel Art At Art Basel

A lesson in how to advertise a kitschy-to-cool redesign in the middle of Miami Art Week

No search results found.