The Design Museum in London hosted the world premiere of the new Range Rover Velar. Designed, engineered and manufactured in the UK, the Velar is the new addition to the Range Rover family, filling the space between the Range Rover Evoque and the Range Rover Sport.
To accompany the launch, Kate Dawkins Studio designed and creatively directed the content for this glitzy launch. Whilst partner dandelion + burdock produced the animation. The projection mapping surface consisted of the Design Museums unique parabola ceiling. Masking the car before the reveal was a giant triangular semi-transparent sail.
The brief was “less is more” the new Velar is about reductionism, and the content needed to mirror this. The 3 minute animation began by drawing upon the heritage of the original Velar in 1969 showing shapes and silhouettes from the iconic debut vehicle of the legendary company. We then move to focus on the new qualities of the 2018 Velar; consumer focussed technology which turns the car into a digital butler to enhance customers’ lives.
The animation was played to a live score by an 18 piece orchestra to an original track written by Dominic Shovelton.