Similar to a professional ballet, the launch event was immaculately choreographed from start to finish by Imagination. The evening started at the Savoy Hotel with guests’ departing by boat to Putney Pier to be greeted by a convoy of chauffeur driven Range Rovers which transported them to White Lodge, home of The Royal Ballet School and venue for the evening’s event.
Upon arrival in the courtyard, guests were welcomed by a line up of heritage Range Rovers, reminding them of where the story began in 1970. Moving into the main building they entered the Virtual Experience Room, where they had the opportunity to configure a personalised car and explore the all-new Range Rover in 360 degree detail.
The central reveal performance took place within the Royal Ballet School’s breathtaking grounds in Richmond Park. A striking 20 metre wide LED screen and an impressive man-made lake provided the backdrop to the action. The reveal sequence then began with an emotive film charting the evolution of Range Rover, from its origins in 1970 – and demonstrating its superb breadth of capability, technical innovation and refinement through the ages. It told the story of a vehicle that has gone from strength to strength and the unmistakable DNA that the all-new Range Rover inherits.
As the film reached its conclusion the all-new Range Rover appeared, as though floating above the edge of the lake, before plunging theatrically into the water and wading to almost a metre. Emerging from the water, the vehicle then climbed effortlessly over rocks and came to its final position on the turntable: a dramatic display of capability and refinement.
The evening ended with a surprise seven-song performance by long-term Range Rover driver and Dire Straits founder, Mark Knopfler.
Ross Wheeler (Head of Automotive at Imagination) described the concept behind the reveal; “We felt that collaborating with The Royal Ballet School would convey the unique qualities of the all-new Range Rover in a relevant and stimulating manner, showcasing the inner strength, refinement and capability of the new model.