If you thought Land Rover designs were all function and no form, prepare to have another thing coming. Land Rover seems to think that while their designs are definitely functional one cannot avoid the fact that they are works of art. Their new installation at the Design Museum in Kensington entitled ‘reductionism’ is an embodiment of the philosophy that went into designing the upcoming Range Rover Velar. The installation which is said to hark in the design language that will define future Range Rover in form of silhouettes.
Gerry McGovern, Land Rover Chief Design Officer, 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 plinth that holds Range Rover’s piece, sits at the entrance to the Design Museum. The London Design Festival celebrates and promotes London as the world design capital, what is considered to be the gateway to the international creative community. Reductionism is open to the public until 16 – 24 September at the Design Museum, 224-238 Kensington High Street, Kensington, London W8 6AG.