Land Rover North America has teamed up with Architectural Digest and the New York-based design firm Hollwich Kushner (HWKN) to create a one-of-a-kind public art installation, inspired by the aluminum body of the 2013 Range Rover vehicle. The installation is on display now through Sunday, June 9, in New York City’s Meatpacking District.
The public art installation, titled Climbing Up and created by HWKN founders Matthias Hollwich and Marc Kushner, incorporate many of the same aluminum materials that make up the 2013 Range Rover vehicle, and features the vehicle through an evocative, interactive experience.
Utilizing aluminum rivet-bonds, the installation’s design is tied to the 2013 Range Rover vehicle’s form, picking up on three distinct lines that define the vehicle’s iconic design. In developing the installation, HWKN used a series of plates to create a triangulated structure spine that supports the car, which will rest at a dramatic angle. The effect, say Hollwich and Kushner, is that the car will seemingly be in motion even as it sits atop the structure.
Land Rover’s media buying agency, Mindshare, teamed the luxury automotive brand up with Architectural Digest who had the relationship with HWKN. The architectural firm then collaborated with partners Neverstop, an experiential agency, and Acer, a Toronto-based fabricator charged with the installation’s construction, to create the structure that was unveiled on June 6 at the intersection of 9 Avenue and West 14 Street in Manhattan. The installation is open to the public from 9 a.m. – 9 p.m. on Friday, June 7 and Saturday, June 8, and from 9 a.m. – 6 p.m. on Sunday, June 9. Visitors are encouraged to interact with the exhibit socially through tweets and Instagram posts, using the hashtag #LRClimbingUp, that will be shared on flat-screen monitors embedded within the structure.
The 2013 Land Rover Range Rover vehicle has been engineered from the ground up to be the most capable, most refined Range Rover ever. Lighter, stronger, and with new levels of refinement, the next Range Rover reinforces its position among the finest luxury vehicles. It is the world’s first SUV with an all-aluminum unibody structure that is lighter and stronger than ever before, with a weight savings of about 700lbs compared to the outgoing model.