“Climbing Up,” an Interactive Art Installation Featuring a 2013 Range Rover, Opens in NYC’s Meatpacking District

Land Rover North America has partnered with Architectural Digest magazine and New York design firm Hollwich Kushner (HWKN) to craft a unique aluminum sculpture that is simultaneously based on and a base for the 2013 Range Rover. Meant to evoke both the off–road capabilities and the design elements of the British SUV, the sculpture was erected on June 6 in New York City’s Meatpacking District — at the intersection of Ninth Avenue and West 14th Street in Manhattan — and is the centerpiece of a public art exhibition there named Climbing Up, which will stay in place through June 9.

In addition to the one–of–a kind sculpture, the exhibition includes interactive kiosks that play videos of HWKN founders Matthias Hollwich and Marc Kushner explaining the motivations and concepts that inspired the sculpture’s design, as well as videos of the 2013 Range Rover. Visitors may also use the kiosks, which incorporate touchscreen monitors, to post messages about the exhibit on their Twitter and Instagram accounts. Those posts will be shared, as well, on flat–screen monitors embedded within the sculpture’s structure.

“We were inspired by the assembly, form and performance of the 2013 Range Rover and that dictated everything we did,” Hollwich said. The sculpture is made entirely of aluminum and is held together by “aluminum rivet bonds,” like the Range Rover’s body, and its triangulated structure spine is meant to evoke the three distinct lines that compose the SUV’s exterior styling: the floating roofline, the waistline and the sill lines.

Photo Credit: Land Rover North America

Photo Credit: Land Rover North America

“At the same time, we wanted to convey how strong, yet light, the all–aluminum vehicle structure is,” Kushner said.

A 2013 Range Rover HSE sits atop the sculpture at an angle that is reminiscent of off–road driving.

Although the sculpture can be seen any time of day or night while it’s on location, the kiosks will be accessible only during designated hours: 9 AM to 9PM on Friday June 7 and Saturday June 8; and 10 AM to 2 PM on Sunday June 9.

Also during those hours, Land Rover product specialists will be on site to answer visitors’ questions about the 2013 Range Rover.

Development of the exhibition took approximately five months from conception to completion.

After its New York showing, Climbing Up may go on tour to other locales, but no plans for that have been made at this time, said a Land Rover spokesperson.

 

Leave a Comment