Henry Holland paints the streets of London red with Evoque
iPhone app
British designer creates geo-art
London, 21st February 2011: Henry Holland, the iconic
British fashion designer responsible for the achingly cool House of
Holland label took to the streets of London this weekend as he
became part of a global project to create a piece of collaborative,
living geo art.
Henry used a specially designed Range Rover Evoque GPS iPhone app
to track every step of his journey around London, and drew a house,
the logo for his label, on the streets of the city. Henry
invited his favourite photographer, Matt Irwin along with stunning
model Ilvie Wittek to shoot his AW 2011 look book at iconic
locations along the way.
Henry said "I'm always up for being part of interesting creative
projects and when Land Rover approached me to create my own piece
of GPS artwork we devised the concept of shooting my look book
through the streets of London. All of the shoot
locations were chosen for their iconic backdrops or because they
had a personal link to me. For example, I wanted to
shoot a view including Centrepoint as my first studio was in that
part of town and we always used to shoot on the roof.
London has always been a massive inspiration for me and to be able
to centre the theme of my look book this season on the places that
have contributed so much to my collections has been
fantastic."
The app, called 'Pulse of the City', was recently launched by
Range Rover to anticipate the launch of the smaller, greener Range
Rover Evoque, which goes on sale in late 2011. 'Pulse
of the City' allows users to create stunning data visualisations of
their movements across cities anywhere in the world, generated by
GPS tracking. Users are sent a graphical representation of
their journey, which can be displayed on their iPhone.
Henry's GPS art will be shown in a film alongside a number of
other global City Shaper art journeys including US rock band OK GO,
who kick started the project in November by inviting their fans and
creative adventurers around the world to take part in an LA street
parade. Other City Shapers featured include blogger Mia
Freedman, DJ Natasha Slater and Josh Rubin, founder of
Coolhunting.com who all created their own bespoke geo art on the
streets of Sydney, Milan and New York.
All of the above are City Shapers involved in the Range Rover
Evoque 'Pulse of the City' project. Also featuring in the
film will be journeys from the public uploaded onto the
Helloevoque.com/okgo website.
EDITORS NOTES
The Range Rover Evoque is the smallest, lightest and most fuel
efficient Range Rover ever. Its design is inspired by city
architecture and will appeal especially to a younger, urban minded
driver.
The key cities featured on the helloevoque.com website include
London, New York, LA, Berlin, Paris, Madrid, Milan, Sydney,
Johannesburg, Shanghai, Brussels and Moscow.
Henry Holland is amongst 50 influencers based in major cities
throughout the world brought on board to take part in the 'Pulse of
the City' project. Each city shaper is influential in their city
and has interesting points of view that people listen to.
They come from different aspects of culture that make up the varied
nature of their cities, from arts, the creative industry, film, TV,
design, music, fashion, media - anywhere where they have made
their own mark, have an interesting point of view and would
appreciate the design thought that has gone in to producing the new
Range Rover car.
For further information, please contact Laura Hind at The Brooklyn
Brothers on 00 44207 734 2002 or
laurahind@thebrooklynbrothers.com. Alternatively please
contact 07917108187.
The final Pulse of the City GPS art video, along with a selection
of images from the Henry Holland look book shoot and journey will
be available from www.media.helloevoque.com from the 14th March
2011.
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