As you know the new Range Rover Evoque will be unveiled at the 2010 Paris Motor Show, but it’s already taken over the city as four pop-up temporary street installations at key Parisian landmarks have been unveiled. These creative installations reflect on the car’s luxury, design, sustainability and technology. Not sure how you gonna get that by looking at these things, but if anything, it’s some kind of art!
They have been created by artists André (AKA Monsieur A), JCDC, Surface To Air and Yorgo Touplas. Each of the chosen artists has long been influenced by their city, Paris, but today they each reveal how this relationship has led to a three-day street pop-up with Range Rover.
Artist JCDC says of his installation: “My representation of luxury references grace, intimacy and protection. This is a concept frequently related to my work with bespoke and couture fashion. Similar to luxury clothing, this installation reflects a graceful protection.”
The pop-up street installations have been built around a wire frame replica of the Range Rover Evoque and will be positioned at iconic locations, including the Pompidou Centre and the Palais de Tokyo. They will be in situ from September 28th – September 30th 2010 and open to the public to view.
Land Rover design director, Gerry McGovern, said: “The Range Rover Evoque has been designed with a creative and urban audience in mind. Like a true Range Rover, the Evoque delivers the all-weather, all-surface capability which is a hallmark of the brand. Paris is the first city to see the car and we wanted to mark its arrival with a series of unique installations that epitomise the cars’ city spirit.”