The London launch of the New Range Rover Evoque – the second generation of the best-selling SUV – was more than just an unveiling but also a celebration of how cities inspire design and innovation.
England’s capital was the perfect place to showcase the synergies between the city and the next-generation Range Rover Evoque. Hosted at the Old Truman Brewery, Shoreditch, around 400 prospective customers and influencers were among the first in the world not only to see the vehicle revealed, but also experience the new design, technology and sustainability attributes brought to life in a three-day ‘Evoque Experience’.
Activist and model Adwoa Aboah attended the reveal, wearing a specially commissioned dress designed by Ashley Williams. The dress was created using the responsibly-sourced ‘Miko Suedecloth’ textile which features in the new Range Rover Evoque. The innovative material was created from recycled plastic and Adwoa’s dress featured the equivalent of 40 plastic bottles.
Adowa also hosted a special Boiler Room gig featuring some of the UK’s freshest female musical talent. The music event featured UK rapper Little Simz, songstress Fatima, and disruptive group the BBZ collective live, with bass and hyperdub queen Cooly G rounding off the night with a DJ set.
Meanwhile, in the serene environment of the Sanctuary, the sustainable elements of the New Range Rover Evoque were brought to life. A vehicle featuring the Eucalyptus interior – Land Rover’s first plant-based textile – was on display, surrounded by lush Eucalyptus, which uses less water and energy when grown.
Hair stylist to clients in fashion, music and celebrity, Larry King was on hand to demonstrate the versatility of the new Dyson Airwrap to guests. Larry said he jumped at the chance to be involved at the launch of the new Evoque.
I love the fact the launch was all about the city, and exhibiting the best of city and the urbanist lifestyle.
A pop-up ‘Design Studio’ featured the luxurious Range Rover Evoque First Edition model, in the new Nolita Grey colour inspired by the area ‘NoLIta’ – a neighbourhood known as the ‘North of Little Italy’ in the borough of Manhattan, New York. Here, a panel discussion led by Evening Standard’s Amira Hashish and featuring GQ Editor Dylan Jones, saw designers give their thoughts on how cultural centres like London provide endless inspiration for designers.
Cities are just fantastic. Simply getting from point A to point B and just opening your eyes can give you inspiration for anything.
Land Rover’s Chief Designer for Colour and Materials
Original Evoque City Shaper and Cool Hunting Executive Editor Evan Orensten also led a discussion about the future trends multi-cultural cities will have on architecture, culture, art and design.
A number of design concepts made their debut at the Evoque Experience; a Mulberry for Range Rover travel bag collection combined fashion-forward design with the sustainable Eucalyptus textile while New York-based Master & Dynamic’s sleek and powerful earphones combine performance and capability in a compact package.
Also on display in the space was the beautiful Range Rover Evoque wire form sculpture, created by Land Rover’s design team.
Jamie Oliver created his own tribute to Brick Lane in the shape of a Bhaji burger. During the Friday morning, Jamie visited his favourite local London places to pick up fresh ingredients before combining them to create a delectable veggie delight.
Londoner and unified heavyweight boxing champion Anthony Joshua picked up the pace as he took on a fitness session with KOBOX Boxing Club, ‘where fight club meets night club’ in a demonstration of strength and capability.
We have a couple of trainers who love a challenge and we worked up a sweat with Anthony. It was a lot of fun to have him do a session and he seemed to enjoy taking part.
KOBOX Brand Director
Speaking on the day, Anthony Joshua was impressed with the new Range Rover Evoque. “The new model has gone to the next level but Land Rover have done well to keep it the way people like it, refining it but not changing it completely. It is smart business by the design team.”
On Saturday, the Design Studio was treated to the creation of a special piece of art as East London artist and illustrator Miss Led created a virtual reality piece of 3D art. Using cutting-edge software and technology, she was able to recreate London’s landscape at night captured in a live environment.
It is really nice for people to see my artwork from my point of view. The audience got the artist’s view of my creation, which included a lot of bright colours in different high definition textures.