/Range Rover Art Installation In New York City – Preview

Range Rover Art Installation In New York City – Preview

Range Rover Art Installation 1 600x424 at Range Rover Art Installation In New York City   Preview

Land Rover, in partnership with Architectural Digest magazine and the New York-based design firm Hollwich Kushner (HWKN), will is working on a unique art installation. To be unveiled in New York City’s Meatpacking District on June 6, 2013, this installation, named Climbing up, is an homage to both the 2013 Range Rover, and the Architectural genius of Hollwich Kushner.

It is inspired by the aluminum body of the new Range Rover and incorporates many of the same aluminum materials that make up the car. The cherry for the top, literally, is a 2013 Range Rover, fixed in an evocative position that reflects the vehicle’s off-roading prowess, and its go-anywhere ability that may have been obscured a bit by all the luxury and style in the new model. The designers wanted to make us think the car is in motion. They have pulled it off.

It is a good thing then the new Range Rover’s aluminum body makes it 420 kg lighter than the old model, or the structure wouldn’t be able to tolerate the weight of it. HWKN used a series of plates to create a triangulated structure spine that supports the car, which will rest at a dramatic angle.

This is another fine example of the fact that cars can in fact be art. Or a part of it, at least.

Range Rover Art Installation 2 600x427 at Range Rover Art Installation In New York City   Preview

“We were inspired by the assembly, form and performance of the 2013 Range Rover and that dictated everything we did,” Hollwich said.

“The design of the vehicle itself is so rooted in architecture, and we wanted to translate that DNA into our installation,” Kushner said. “At the same time, we wanted to convey how strong – yet light – the all-aluminum vehicle structure is.”

“We knew that Matthias, Marc and the team at HWKN were up to the challenge Land Rover gave us,” said Giulio Capua, Vice President and Publisher of Architectural Digest. “We’re thrilled with the concept they came up with. It represents the best kind of design: it makes an emotional connection with our design-focused community, while conveying the essence of the Land Rover brand.”


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