Land Rover | All-New Range Rover China Launch

Mediatecture, Media Concept, Media Production & Show Direction

Summary
In early 2013, China experienced the launch of the iconic Range Rover's fourth generation. The All-New Range Rover stands for refined design and luxurious capability. Those elements were perfectly reflected in a supreme event under the tropical sun of Sanya, China.

Luxoom supported Avantgarde Shanghai with launch concept and mediatecture, media concept and production as well as show direction.

The Brief
Create a distinctive media event for the launch of the 2013 All-New Range Rover, offering keen insight into the car’s new refinements for off-road capability, design and performance.

The Challenge
Reinforce Range Rover’s position as the world’s most capable luxury SUV as well as substantiating Land Rover’s new brand statement of “Above and Beyond”.

The Solution
Screen design was used as the key element to leverage the car’s splendor and prestige as the world’s finest SUV. Four arched vertical LED panels surrounded the central screen and reinforced the visual impact. This provided an exceptional viewing experience during the technical product presentation.