Land Rover x French Artists


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Photo: ArtInfo

Are there any brands left that has not tapped into the well of international young designers and artists to market their product? Now we would never discount all corporate sponsored art. Occasionally a bright spot surfaces, but these collabs are a common misconception that hiring an artist implies a depth to your product. Most recently, at the Paris Motor Show last month, Land Rover, the British car company has hired French-based designers Jean-Charles de Castelbajac, Surface to Air, as well as art director of Intersection Magazine Yorgo Tloupas and artist cum club owner Andre, to create four distinctive takes on the new Range Rover Evoque. As part of the marketing campaign, the vehicles are planted in several Parisian locations as pop up installations. Very au current marketing scheme, Land Rover.

An introduction of the artists after the jump, etc…

Jean-Charles de Castelbajac, whose name you may recognize from Lady Gaga’s Kermit the Frog moment, has taken the vehicle’s design and integrated it with a wings to be viewed on a floating platform above the Quai Henri IV. Surface to Air took to the Musee des Art et Metiers in the Marais and stationed the Evoque on broken Parisian tiles and sculptural pieces, while Touplas, has outfitted the wire frame of the Evoque with neon lines, at display in the Pompidou Centre. Andre, who you may be more familiar with as the name behind Paris’ infamous Le Baron rather than his witty and graphic one-eyed stick figures, has taken his iconic Monsieur A figure and produced a display outside Paris’ Palais de Tokyo. Pictures allowed here unlike the sometimes too cool for flashbulbs scene at his bass heavy club. Sometimes too cool doesn’t have the intended effect here’s a thought maybe Land Rover should have gone with a commercial of an SUV careening through the wilderness. It would’ve been a tad more believable.

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One Comment to “Land Rover x French Artists”

  1. This is a good blog message, I will keep the post in my mind. If you can add more video and pictures can be much better. Because they help much clear understanding. 🙂 thanks Hinkle.

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