American Marketer

Events / Causes

Land Rover touts next-generation Range Rover to New Yorkers

June 7, 2013


Land Rover North America is partnering with Condé Nast’s Architectural Digest and architecture firm HWKN to create an art installation that touts the all-aluminum body of the new Range Rover.

The one-off sculpture titled “Climbing Up” is available for public view June 7-9 in New York’s Meatpacking District where Ninth Avenue and 14th Street intersect. HWKN founders Matthias Hollwich and Marc Kushner designed the installation based on the body structure of the SUV.

“We wanted to find a way to uniquely demonstrate the strength of aluminum as homage to the 2013 Range Rover, the world’s first SUV with an all-aluminum unibody structure,” said Kim McCullough, brand vice president at Land Rover North America, Mahwah, NJ.

“The unmistakable Range Rover design, from its distinctive silhouette to the strong architecture of its cabin, has been at the core of the model’s appeal,” she said. “Design is an important pillar for the Land Rover brand and so we wanted to create something special to showcase the vehicle’s design features in a new way.

“Together with Architectural Digest and HWKN, we developed Climbing Up, which centers on an original art installation created for public enjoyment.”

Climbing Up is open 9 a.m.-9 p.m. June 7-8, and from 9 a.m.-6 p.m. June 9.

Look up

The art installation incorporates the same aluminum used to construct the 2013 Range Rover since the material allowed Land Rover to drop 700 pounds from the model compared to its predecessor.

The exhibit was designed to be interactive and thought-provoking while showing the model in a motion-like state.

With aluminum rivet-bonds, the HWKN designers used the three distinct lines of the 2013 Range Rover as the basis of the structure for the installation. A series of plates forms a triangular spine.

On top of the spine is a Range Rover model on a sharply angled platform.


Land Rover looked to show that while the model’s aluminum materials are lightweight, they are also high-strength.

Architectural Digest called on HWKN to design the installation after the magazine was approached by Mindshare, Land Rover’s media buying agency, to partner for the project.

HWKN also brought in its partners – experiential agency Neverstop and fabricator Acer – to complete the project.

“Public art is something that can be at times unexpected, creative and interactive,” said Giulio Capua, vice president and publisher of Architectural Digest, New York. “One of the hallmarks of the new Range Rover is great, innovative design that people can't help but notice.

“The vehicle certainly inspired HWKN's Matthias Hollwich and Marc Kushner to create their own work of art using so many of the same materials and design elements found on and in the vehicle,” he said.

“In that way, the Range Rover is a seamless part of the installation, and considering the location, will certainly spark interest and curiosity.”

Public art

Though the installation will be seen by consumers in New York, Land Rover and Architectural Digest are looking to extend the geographic reach of the project through print and digital promotions.

The British automaker released two videos earlier this week. One introduces HWKN’s Mr. Hollwich and Mr. Kushner and allows them to describe the making of the installation.


The second video is a look at the two final designs that comprise Climbing Up.


While viewing the installation, consumers will be prompted to use the #LRClimbingUp hashtage on Twitter and Instagram to share their experience.

There will be a live-feed of the hashtag on flat-screen monitors embedded in the installation.

Land Rover also created a Pinterest board called Climbing Up where consumers can view images of the installation construction.

Pinterest board

“[The goal of this effort is] to bring attention to the next generation Range Rover in a way that is true to both the essence of the vehicle and the brand DNA of Architectural Digest, and also to provide the public a wow moment where people can interact with the installation through innovative social media elements that are built directly into the installation,” Mr. Capua said.

Final Take
Tricia Carr, associate reporter on Luxury Daily, New York