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Land Rover Discovery

  • New York
  • – Brand event
  • – projection mapping
  • – Imagination
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This was a complex and spectacular project-mapping event for the launch of the brand new Land Rover Discovery Concept on the eve of the New York Auto Show. The event took place aboard the legendary aircraft carrier, USS Intrepid, which is now a sea, air and space museum situated on the Hudson River.

We projected simultaneously onto the bridge of the ship and a half dome, which housed the vehicle. The story was one of connectivity, terrain and the discovery of earth. Giant visuals played out across this extremely challenging canvas, pulsing between the bridge and the dome with escalating energy, until the final moment of reveal.

The VIP audience of the world’s press were lifted to the Intrepid’s flight deck on an elevator that once hoisted fighter planes to the flight deck. Huge projections of the New York skyline and a view of earth from outer space were beamed onto the Intrepid’s soaring bridge for the audiences’ arrival. USA Today wrote:

“We’re pondering what might have been the most lavish, spectacular, newsworthy and interesting new model introduction. For sheer spectacle value, the answer is easy: It’s the Land Rover Discovery concept”.

  • Client
    Imagination + Land Rover Jaguar
  • Projection designer and director
    Kate Dawkins
  • Content producer
    Lou Burton
  • Animation and technical support
    Dandelion & Burdock and Nils Porrmann
  • Music
    Howie Saunders & Seb Frost
© Imagination