JLR Korea (CEO Robin Colgan) announced that the British luxury brand Range Rover has unveiled its first large installation art, 'Futurespective: Connected Worlds,' at the Milan Design Week to celebrate the 55th anniversary of the Range Rover.
This artwork was created in collaboration with the innovative design studio NUOVA, which designs brand experiences based on futuristic sensibilities and the concept of time travel. NUOVA, based in Venice Beach, California, has collaborated with various global luxury brands through 360-degree spatial productions specialized in industrial and interior design, material innovation, and sustainability strategies, and gained attention in 2020 by launching the carbon-negative luxury perfume brand Aeir.
From the 8th to the 11th, this artwork was showcased at the 18th-century building Palazzo Belgioioso, enabling a dynamic time travel experience that connects two eras. Together with the Range Rover creative team, NUOVA visually represents the unique design DNA of Range Rover and its influence on modern luxury through a cinematic journey spanning from 1970 to 2025, coinciding with the brand's 55th anniversary. This multisensory experience space was completed with custom furniture, sound, and a scent specially created by NUOVA's perfume brand Aeir for Range Rover.
JLR Chief Creative Officer Gerry McGovern said, 'I am delighted to showcase Range Rover's enduring creative heritage at Milan Design Week. Through our collaboration with NUOVA, we prepared to show the beginnings of Range Rover alongside today's vision under the theme 'Futurespective: Connected Worlds.' He added, 'Even today, Range Rover continues to symbolize modernity, evolving its unique silhouette and distinctive design, continually advancing its brand ecosystem and enhancing its allure and timeless values. This time travel experience well illustrates our philosophy of respecting the past while moving forward into the future.'
In the center of the historic Belgioioso Square stands a 25-meter-long massive MONOLITH, adorned with a golden Range Rover brand motif symbolizing the entrance to time travel. The first portal was inspired by the atmosphere of early automotive exhibitions in the 1970s, featuring the very first pre-production vehicle 'YVB 151H' at its center. This olive green two-door vehicle commemorates Range Rover's design roots and luxury identity, placed in a space featuring rich colors and textures from wooden panels. NUOVA specially produced burgundy red sofas, round Enzo tables made of white Carrara marble, and custom desk chairs for this space. Retro details, including aquariums, archival props, and original sketches, enrich the atmosphere of the era. Forty-four ceiling lights wrapped the space in a warm glow, further emphasizing the iconic silhouette and luxurious colors of Range Rover.
Along with this, the chrome-plated speaker 'Dorothy' brings forth a music performance blended with the atmosphere of the 1970s, featuring aged banknotes and leather scents, while the incense series scent 'Grand Rose' fills the space, offering a multidimensional experience. NUOVA crafted custom furniture for Range Rover's time travel and collaborated with the luxury clothing atelier L'Equip in LA to design 'time travel' concierge outfits inspired by 1970s British workwear.
Visitors then move to the next portal. The second space presents a futuristic vision of Range Rover, featuring vertical mirror columns arranged inside a lightbox that shines like a prism, symbolizing the 'thread of time.' At the center is the latest 5th generation Range Rover Autobiography showcased in a metallic green color that pays homage to classic models, symbolizing the brand's evolution and identity. In this future space, a calming ambient sound mingles with the refreshing scent called '? Stone,' providing moments of contemplation. Throughout the entire time travel experience, hosts representing each era accompany the visitors on their journey.
Enrico Pietra and Rodrigo Caula, co-founders of NUOVA, noted, 'Range Rover has been a companion that has evolved with the times while maintaining its identity across generations. This time travel experience prepared to commemorate Range Rover's 55th anniversary is not merely nostalgic or speculative; it serves as a lens showing how design, innovation, and craftsmanship connect across eras. Collaborating with brands that are deeply rooted in tradition yet continuously evolve and seek reinvention feels like a natural harmony.'
[OSEN]