Land Rover showcases 'Reductionism' at London Design Festival

Land Rover has a new place at the heart of the world's creative capital - a dramatic sculpture at the London Design Festival in the U.K. The installation at the Design Museum in Kensington offers an extraordinary insight into the Land Rover design philosophy of 'Reductionism' that inspired the new Range Rover Velar. The sculptured vehicle is Land Rover design in its purest form - beautifully balanced volumes and proportions with stunning silhouettes that point towards future models.

Gerry McGovern, Land Rover Chief Design Officer, said, "Creating a positive emotional response is central to Land Rover's modernist design philosophy. Every line and every feature has a purpose. It's an approach defined by creative intelligence. Through the art of simplicity and reducing complexity, modernity is brought to the forefront, creating compelling objects of desire and vehicles with a timeless quality."

The 'Reductionism' installation is on a plinth at the entrance to the Design Museum. The London Design Festival celebrates and promotes London as the world's design capital and gateway to the international creative community. Now in its 15^th year, the London Design Festival is open to the public from 16^th to 24^th September at the Design Museum in Kensington, U.K.