March, 2008, Geneva, Switzerland: Global communications company Imagination has created a powerful experiential expression of the Land Rover's new brand vision at the Salon International de l'Auto (March 6-16, 2008) in Geneva.
The stand brings to life the brand values and presents Land Rover's full product range. Its centrepiece is the acclaimed new LRX concept vehicle, the first manifestation of Land Rover's evolution into an even more premium, desirable, sustainable and iconic brand.
Just as the LRX hints at what is to come, so design and content combine to create an experience that is true to the future brand promise.
The most dramatic expression of ‘premium, desirable and iconic' is a large sculptured wall, inspired by the relevance of Land Rover to the natural world. This structure is a striking articulation of the precision engineering that underpins the breadth of capabilities of Land Rover vehicles.
Constructed from lightweight aluminium, it employs advanced bonding techniques similar to those used in the airline industry to combine strength, rigidity and reduced weight.
Complementing the structure is a high definition LED screen which presents a series of Land Rover animated films. To the front of the screen is a ‘rain wall', introducing a sense of nature through a continuous flow of water droplets.
Imagination CEO and Global Creative Director Douglas Broadley comments, ‘Our work is informed by our long standing strategic relationship with Land Rover and our insights into the brand. We developed a stand that makes a strong statement about premium, desirable and iconic but remains unmistakeably Land Rover.
‘Architecture, graphics, screen based elements and content come together in an holistic experience that brings the brand to life in a tangible way. The LRX is an exciting evolution for the Land Rover brand and we're proud to have delivered the experiential platform to express a very different Land Rover.'
The exhibition stand was designed and constructed with on-use in mind, maximising the use of resources and allowing cost efficiencies through modularity. Having made its debut in Geneva, it will become the core component of Land Rover's integrated global experiential communication programme.
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