Land Rover revealed a unique design sculpture at the London Design Festival. The sculpture showcases the British carmaker’s new design philosophy which is christened as ‘Reductionism. The new design language inspired the new Range Rover Velar and points to future models.
The Reductionism installation would be placed at the Design Museum in Kensington offing the visitors Land Rover design in its ‘purest form’ says the Coventry based carmaker. The sculpture boasts of “beautifully balanced volumes and proportions with stunning silhouettes” which will make its way to all future models from Land Rover.
Gerry Mcgovern, chief design officer, Land Rover, commenting on the new design installation, said, “Creating a positive emotional response is central to Land Rover’s modernist design philosophy. Every line and every feature have a purpose. It’s an approach defined by creative intelligence. Through the art of simplicity and reducing complexity, modernity is brought to the forefront – creating compelling objects of desire and vehicles with a timeless quality.”
The sleek sloping roof of the Velar is instantly recognisable in the uniquely-shaped sculpture. The profile seems typical to the RR with big doors, a distinct shoulder line that extends all the way to the back and the raked-out D-pillar. The roof tapers towards the rear, which could hint at a smaller Velar CUV, akin to the Evoque.