Velar Launch

Milan/

/Land Rover chose La Permanente in Milan for the launch of its new Velar automobile, during Salone del Mobile 2017, and the brief was in line with the current philosophy of the Group, oriented towards a contemporary idea of minimalism, Reductionism, how the Creative Director defines it.

So we came out with the idea of creating a fluid path through different sensorial areas with specific functions and happenings. White floating surfaces where rounded corners make you lose the perception of space, Kvadrat fabric (used for seats upholstery) stripes creating an artificial wood that slowly unveils the product. Existing architecture elements such as terrazzo flooring and concrete prefab ceiling, have been left visible as a link to the phisical location, unique in its way. 

With: Novèa Architetture Srl