Photos: Land Rover builds experience to showcase alternative art

To launch its new SUV in Mumbai, Land Rover hosted an experience at the city’s new Bayview lawns located on the Eastern Sea front. To mirror the modernist design of the new Range Rover Evoque, brand experience agency 70 EMG designed an experience that would showcase the aspirations of the target audience.

Guests had a glimpse into spaces that had been designed as sanctuaries, or hubs of design and innovation. These spaces were defined by the people who live in it, namely artists, designers, or architects.

One such community was the St+art India Foundation which curates public art projects in the country in a bid to take art out of conventional gallery spaces and embed it within the cities.

Translucent coloured glass created an interactive play of colours against the backdrop of the Arabian Sea. The event managed to keep the audience engaged and amplify content on social media through installations combining modernist, industrial and sophisticated themes.

There was also a live demo of the cars on a driving course run by Land Rover instructors using a Twin Terrapod system.