70 EMG opens Mumbai’s newest event venue at the Domestic Cruise Terminal for the launch of the stylish new Range Rover Evoque
70 EMG conceptualised, designed, curated and produced the launch of the newest SUV by Land Rover in India. Design, Innovation and Capability have been the hallmarks of all Land Rover vehicles. And when you add unmatched British luxury, craftsmanship, intuitive technology and supreme style with that, you get an emotionally engaging SUV and that is the Range Rover Evoque. The New Range Rover Evoque embraces the continuation of Land Rover’s modernist design philosophy creating a bold evolution. With its distinctive coupé-like silhouette, characterful rising belt line and unique personality, the new Range Rover Evoque is a compelling successor to the vehicle that captured hearts all over the world. The Evoque was a run-away success when the original was first launched in 2011, with its unique coupe-like design, coupled with legendary Land Rover 4x4 capability.
70 EMG crafted an experience for this launch that would marry the aspirations of the target audience for such a unique and design oriented urban compact SUV and showcase the sensibilities that Evoque stood for. The event approach was derived from the global campaign “Live For The City” as:
THE CITY IS MY CANVAS
Designed around the ideology of claiming the city, represented by new-age, creative hubs leading the conversation of design, innovation and sustainability, the event experiences and venue were representative of this lifestyle. The brand new Bayview lawns, located on the Eastern Sea front, which is slated to become a new cultural hotspot and its sweeping views of the Arabian Sea, was launched with this event.
Extending the conversation through the route of the event and the venue, the guests had a glimpse into spaces that have been designed as sanctuaries, hubs of design and innovation, highlighting the lifestyle chosen by the makers, social aspirers and drivers of change. These spaces were defined by such people who live in it, who with their art, work, and efforts became synonymous as the drivers of their own personal cityscape. Artists, designers, creators, makers, architects; telling the story about making the city their canvas.
One such community was identified as the St+art India Foundation who have been leading this change, to showcase such spaces from around the country. Since its inception in 2014, St+art India Foundation has worked tirelessly to curate and create public art projects in the country in a bid to take art out of the conventional gallery space and embed it within the cities we inhabit. The foundation’s projects empower the creators and innovators, activating public spaces with urban art interventions. Making the city the canvas and providing an art experience for one and all by celebrating the city life; in cue with the new Range Rover Evoque’s philosophy of #LiveForTheCity.
Décor integration was extended from the CMYK based play of colours to accentuate the white and nautical theme of the venue and the Land Rover CI Guidelines. Translucent coloured glass created an interactive play of colours with all the elements displayed against the backdrop of the Arabian Sea. The twin objective of keeping the audience engaged and social media amplification was achieved with powerful installations combining the modernist, industrial and sophisticated look that subtly conveyed Land Rover sensibilities and a live demo of the cars on a driving course run by Land Rover instructors using a Twin Terrapod system.
The F&B experience was created as an extension of the theme – with innovators from culinary scene who created unconventional ice cream flavours for the event and unique food and dessert installations.
