NEW RANGE ROVER VELAR STARS AT MILAN DESIGN WEEK

6 April 2017

The new Range Rover Velar is starring at Milan Design Week following its world premiere at the Design Museum, London

  • New Range Rover Velar at Milan Design Week in La Permanente Museum, until 9 April
  • Velar joins the family, filling the white space between the Range Rover Evoque and Range Rover Sport
  • Land Rover is first to have a non-leather premium interior option on a volume-manufactured model
  • Installation celebrates sustainable design innovation with premium textile partner Kvadrat
  • Land Rover and BORN announce partnership for Land Rover BORN Awards to recognise design excellence

Watch and share the film here: https://youtu.be/gpvovgGV7s0

An installation at the La Permanente museum showcases the philosophy of ‘Reductionism’ – stripping away complexity to reveal true quality – that inspired Velar’s revolutionary SUV design.

The public exhibition introduces a world-first: the use of sustainable, premium textiles in the creation of a contemporary and beautifully crafted interior.

NEW RANGE ROVER VELAR STARS AT MILAN DESIGN WEEK
NEW RANGE ROVER VELAR STARS AT MILAN DESIGN WEEK

Milan Design Week is the perfect opportunity to present the Velar, a car whose very name is Italian (Latin derived) from velare. With the colour and material design of Velar in mind, our collaboration with Kvadrat couldn't have been more appropriate - Kvadrat share Land Rover's ethos and desire to continually innovate, to offer more curated customer choice and to define the future of luxury materials in our respective design industries.

Amy Frascella
Land Rover Colour and Materials Chief Designer
NEW RANGE ROVER VELAR STARS AT MILAN DESIGN WEEK
NEW RANGE ROVER VELAR STARS AT MILAN DESIGN WEEK

Kvadrat, Europe’s leading manufacturer of high-quality design textiles, worked closely with Land Rover to develop a unique and luxurious alternative to leather upholstery. This UK-made, sustainable material has been designed and created to meet Land Rover’s leading standards for premium appearance, comfort and durability. Exhibiting many natural characteristics, this rich wool yarn is extremely hard-wearing and appropriate for all climates, staying cool in the heat and warm in the cold.

Two innovators meet… Land Rover revolutionising the SUV design field and Kvadrat being a contemporary interior design leader. Together we are bringing high-end interior feel and quality into the premium automotive segment. The Land Rover design team has shown true commitment in exploring the frontline in design and thereby increasing the quality of life through beauty and performance.

Anders Byriel
CEO, Kvadrat

Exhibition visitors are transported into a reality in which disorder gives way to contemplation. This innovative concept features in a unique multi-sensory Reductionism design installation and a ‘forest’ made of Kvadrat material. Visitors walk through the installation in order to view the new Range Rover Velar.

BORN and Land Rover are united in the belief that great creators of products that are beautiful and functional can change the way we live and look at the world.

BORN is a market network for exciting creators to showcase their new products, personal profiles, brands and teams. It’s where devotees of great design can discover stylish, ingenious, pioneering products from around the globe.

NEW RANGE ROVER VELAR STARS AT MILAN DESIGN WEEK
NEW RANGE ROVER VELAR STARS AT MILAN DESIGN WEEK
NEW RANGE ROVER VELAR STARS AT MILAN DESIGN WEEK

For Milan Design Week, BORN will present five unique designs that take reductionism as their starting point:  the Swiss Zenith El Primero Range Rover chronograph; jewellery by US designer Vanessa Stofenmacher, who uses sustainable diamonds in laboratories; fluid crystal homewares by Lalique of France; simple black-and-white marble benches from Italy-based Citco; and minimalist, graceful technology accessories designed by John Brunner and Igor Duc of Native Union from Hong Kong.

Once showcased by BORN, creators are entered in the Land Rover BORN Awards: the annual event for members of the world’s design elite gather to honour creative excellence in all its forms. The awards recognise those whose creations demonstrate desirability, sustainability, innovation and relevance across eight categories. Registration opened on 8 March and the competition can be followed with the hashtag #BornCollective. The winners will be announced on 26 July in Norway.

Creativity and design must be satisfying – meeting a need, pleasing to behold, and enriching to use. But creativity can only achieve its aims with an audience. My question was how can we bridge the gap between consumers' appetite for new products and designers' need to finance them? Which is why I created BORN

JC Chopin
BORN founder and CEO

Further information

Watch and share the film here: https://youtu.be/gpvovgGV7s0

For full details on the Range Rover Velar click here

Follow the Range Rover Velar story on social media with #VELAR

Notes to Editors

In creating the next addition to the Range Rover family, its creators followed the following five principles: 

Driven by reduction: Stripping away complexity to reveal true quality

  • Designed and engineered with an unwavering belief in ‘reductionism’
  • Luxurious, spacious interior is a calm sanctuary, combining elegant simplicity with premium materials and beautiful details such as hidden-until-lit controls

The fourth Range Rover: The next revolution in SUV design, with precision in every detail

  • Fills the ‘white space’ between Range Rover Evoque and Range Rover Sport
  • Born from reductionism, Range Rover Velar articulates technology-enabled design to provide the next logical step in broadening the Range Rover portfolio

A bloodline like no other: Respecting Range Rover’s unrivalled heritage

  • Almost fifty years of Range Rover pedigree provides the confidence to aim higher, go further and allow customers to make more of their world
  • Royalty of the SUV world, Range Rover heritage began with the original Velar prototypes of 1969

Establishing the trends of tomorrow: A new Range Rover statement of innovation

  • Continuing Range Rover’s history of innovation, Velar incorporates advanced technologies, compelling design and absolute attention to detail
  • State-of-the-art Touch Pro Duo infotainment system, super-slim matrix-laser LED headlights, flush deployable door handles and Burnished Copper-coloured detailing embody the trends of tomorrow

Refined for every occasion: Exceeding expectations with Land Rover’s legendary capability on all terrains

  • All the refinement customers expect together with Land Rover’s unrivalled capability on every terrain around the world
  • Exceptional on-road performance and agility combined with outstanding ride quality and composure

The name Velar is part of Range Rover’s rich heritage, its origin dating back to the first Range Rover prototypes designed by Charles Spencer King in the Sixties. When development engineers needed to hide the true identity of the 26 pre-production Range Rovers, they chose the name Velar, derived from the Latin velare meaning to veil or cover.

Since 1948 Land Rover has been manufacturing authentic 4x4s that represent true 'breadth of capability' across the model range. Defender, Discovery, Discovery Sport, Range Rover Sport, Range Rover and Range Rover Evoque each define the world's SUV sectors, with 80 per cent of this model range exported to over 170 countries.