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New Defender Display

Client: Jaguar and Land Rover
Project: Land Rover Defender Display & Installation
Year: 2019

What is the only car you would expect to meet on the highest peaks of a majestic Alpine massif? Of course she is: the iconic Land Rover Defender. 

With two installations displaying and celebrating the historical model immersed into the mountain environment we created a focus on the product while slowly telling the story of an upcoming revolution. 

On September 10th, Land Rover will in fact unveil its new Defender during the Frankfurt Motor Show and that’s the moment our two high-altitude displays are counting down to. 

Placed at Monte Bianco’s Skyway and in Selva di Val Gardena, the classic cars are presented inside a transparent box designed by our team. 

The all-time icon interacts with a see-through screen that, thanks to video content, engages the viewer with brand’s values, heritage and evolution, providing also hints of the upcoming design by layering elements of the to-be-launched Defender onto the existing one.

The initiative is aimed to last 30 day, waiting for the final reveal of the new Defender while the adventurous building process has been filmed to enrich the communication strength of the project on other platforms.