Imagination created the dramatic reveal of the new Range Rover Evoque at Range Rover’s 40th birthday celebrations held in partnership with VOGUE magazine in London.

A 6m x 3m Perspex box containing the car was suspended 12 meters above the ground and lowered to the ground amid a light and music show.

Detaching the box bottom through a quick release system, the box’s top lifted to uncover the car and celebrity passenger, TV presenter George Lamb.

The event was streamed online and viewed by more than one million people worldwide, with 300 guests in attendance including Range Rover’s new creative design executive, Victoria Beckham.

“An event of this importance demands more than a ribbon cutting, it demands something that represents the excitement of the brand and the moment itself,” Client Services director Ross Wheeler said.