Range Rover sculptures take over London for Evoque launch

Range Rover has created a collection of coloured wireframe sculptures in the shape of its new Evoque Convertible car, ahead of the SUV's launch in November.

The sculptures have been parked outside iconic London locations
The sculptures have been parked outside iconic London locations

The artworks have been 'parked' outside prestigious London locations such as Harrods on Brompton Road, and on other iconic roads including Mount Street and Bond Street.

The sculptures were devised by parent brand Land Rover’s design team. It used advanced computer modelling to accurately outline the shape of the new car, moulded the artworks from aluminium and finished them with a range of vibrant colours.

In total, six wireframes have been produced. Each will begin a global tour before the Evoque model is introduced onto the market in November.

The guerrilla marketing campaign aims to illustrate the evolution of the Evoque’s transformation from coupe convertible, and give the public a chance to see what the car will look like in the natural environment.

Agency Imagination worked with the brand to launch the campaign.

Gerry McGovern, Land Rover design director and chief creative officer, said: "The Range Rover Evoque Convertible is perfectly suited to the urban surroundings of a city like London and it’s the perfect place to showcase the world’s first luxury compact SUV convertible.

"The locations chosen reflect the refined and luxurious lifestyle of an Evoque Convertible customer – two attributes this vehicle delivers in abundance."

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