Case Study
All projects
Transcending
Land Rover Exhibition
- Digital Interactions
- Exhibition Design
- Immersive Experience
- Storytelling
The Evolution of Automotive Display
The challenge was to break away from conventional car exhibitions and present the Range Rover Velar in a revolutionary way that would challenge people's perceptions of what a vehicle could be.
Inspired by renowned designer Hu Haijie's vision, the exhibition sought to elevate the car beyond its utilitarian purpose. Rather than simply showcasing a means of transport, the goal was to present the vehicle as a transformative companion capable of taking people on journeys that transcend physical and temporal boundaries.
Memphis Movement Integration
Drawing from the bold spirit of the Memphis Movement, which was known for challenging traditional design boundaries, the exhibition concept focused on creating an experience that would blur the lines between convention and innovation.
The Kaleidoscopic Approach
The creative strategy centered on crafting a space where reality and illusion could seamlessly merge. Like a living kaleidoscope, the design would create an environment of structured chaos, where order and disorder could coexist in perfect harmony, allowing imagination to flourish.
Connecting Multiple Dimensions
This approach aimed to create bridges between different versions of self, using surreal spatial experiences to help visitors explore the boundaries between the familiar and the unknown, the physical and the imagined.
The Transcending Installation
VAVE Studio brought this vision to life through the "Transcending" installation, specifically designed for the new Range Rover Velar. The installation found its home within the "Memphis Again" exhibition at Shanghai's Modern Art Museum, providing a perfect context for this boundary-pushing display.
Creating Surreal Spaces
The installation manifested as a dynamic environment where reality gradually dissolved into illusion. This transformative space challenged traditional automotive display concepts, creating an ever-changing visual experience that kept visitors engaged and wondering.
The Vehicle as Protagonist
Within this carefully crafted environment, the Range Rover Velar became more than just a display piece – it emerged as a central character in a larger narrative about exploration and transformation. The vehicle stood as a symbol of the possibility to transcend everyday boundaries and venture into unknown territories, both physical and imaginative.
Credits
Concept & Design & Production
VAVESTUDIO
Construction
U Trust
