Normally one encounters vehicles in general on streets or parking lots. Ok, maybe sometimes on ferries, but rarely in the hold of a ship as an installation on a cargo ship. When it came to the Range Rover Velar, Land Rover thought, “Damn what everyone else does. We'll take a ship and that's that." Said and done. There was no question that a simple trade fair appearance for the German premiere of the Range Rover Velar was not an adequate stage. The project was created in a joint project by the Frankfurt agencies makerelations, Voss+Fischer and Spark44 PUREVELAR to activate the German market before the sales premiere.
We found quite exciting locations for this. For example the Technical University of Munich with its anechoic room. Normally, this acoustic space is used for technical tests and scientific investigations. An unusual environment for the new Range Rover Velar, but a perfect fit because it is absolutely reduced. The premiere party was also something special and was celebrated in a small circle. The concept of the following trip to Germany is just as spectacular as the start. Because it lasts more than two months PUREVELAR-Tour with an impressive static presentation - on board this same cargo ship.
Freshly served - sorry - shipped
In 18 cities, the Land Rover ship arrives in locations close to the city center. Start was on 10. May in Potsdam. About Berlin, Hamburg, Hanover, Dusseldorf, Cologne, Mainz, Frankfurt am Main, Nuremberg, Mannheim and other destinations, it goes to 16. July to Esslingen. A special installation was developed for the belly of the ship. The focus here, of course, also the modern, minimalist design of the Velar. Subdued acoustics and a changeable interior create a special atmosphere, sound leads visitors to the car, the play with light and darkness draws full attention to the special design. The installation dispenses with unnecessary show effects and creates a real suspense: in the style of the reduced Velar character.
The name "Velar" (lat. "Unveil") goes back to the prototype of 1969. At that time, the Land Rover developers constructed the first secret prototype, which they codenamed Velar. Today, not so secret, Land Rover celebrates great success with its vehicles. With the Velar, the British want to send a new high-profile representative of their guild on the road. "With its modern design, the new Velar gains an outstanding position in its class. It shows perfectly balanced proportions, powerfully firm surfaces and an unmistakable silhouette, "says Gerry McGovern, Land Rover Chief Design Officer. Avant-garde and yet distinctive Range Rover, it presents itself to us after its revelation in the ship's belly.
Recessed door handles, minimalist purist design, Kantian and powerful. In collaboration with designer Sebastian Scherer, it was also possible to create emotionality in the interior with its reduced design. The challenge was to combine simplicity with luxury, making it unique. One big topic was: sustainability. The production took place using both solar and water energy as well as up to 60% recyclable materials. As the first model in its class, the new Velar for seat covers offers a decidedly sustainable range in the form of particularly environmentally friendly premium textiles as an alternative to leather. The premium fabric in Dapple Gray was developed in cooperation with Kvadrat, the European specialist for high quality textiles in sophisticated design.
Puristically Futuristic
A generous amount of space supplemented by high-quality materials shows the high quality of work Land Rover is known for. Particularly striking is the fact that the number of switches and control units in the Velar has been kept to an absolute minimum. Two high-resolution 10,2 inch HD touchscreens are skilfully integrated into the interior design, ensuring the best in entertainment and full control over wellbeing. The intuitively operated screens work together perfectly and fit harmoniously into the purist interior design. A volume of 673 liter volume creates further storage options.
From the third quarter of this year, the Range Rover Velar will be available from 3 euros. If you want to watch it live again beforehand: Interested parties can register with Land Rover at www.velar-circle.de and book their place for free on the PUREVELAR-Trip. The ship is usually open between 10 a.m. and 18 p.m. on the respective event days. And even those who cannot take part can approach the Velar: Members of the Velar Circle can control a camera from home and thus approach the Velar from every angle.
Report: Simone Amores
Photos: Simone Amores / Land Rover