Unveiling the New Range Rover Evoque in a London Staged World Premier
Imagination are proud to have worked with Land Rover and in collaboration with their partner agencies on the World Premier of the New Range Rover Evoque at Truman Brewery last week.
The launch of this highly-anticipated luxury compact SUV took place in the creative cultural hub that is East London's Brick Lane, in front of a live audience. The entire experience was live streamed and the highlight of the evening was a dramatic choreographed driving sequence involving a complex set of obstacles and gigantic LED screens forming a dynamic backdrop, celebrating the unique urban culture of cities across the world.
Range Rover fans who attended, including Guy Ritchie, Richard Madden, Taron Egerton, Mille Macintosh, Jamie Laing, Luke Evans, Edith Bowman and Mollie King were all treated to a private Boiler Room X Evoque gig, curated by activist and model Adwoa Aboah.
Earlier in the day media guests had experienced a unique deep-dive briefing, bringing to life the Evoque's superior modernist design, luxurious technology-rich and sustainable features, followed by an extreme drive experience through urban obstacles (including a swimming pool!) in a disused series of railway arches serving as the perfect backdrop.
Over the course of the weekend VIP customers were invited to test drive the New Range Rover Evoque as part of a two day 'pop-up' event. The experience featured Range Rover collaborations with Mulberry, Jamie Oliver, Master & Dynamic, Anthony Joshua, Kobox and Zenith.
Team Imagination also designed and developed a bespoke mixed reality app, allowing customers in all Land Rover retailers globally to view a 1.1 scale virtual car model and explore the new product’s interior and exterior features.
Our team’s admirable efforts don’t end there! Imagination also developed a detailed set of launch guidelines for the Range Rover Evoque that will empower local markets to follow suit with Evoque Experiences in their city. Curating truly world class experiences which celebrate the much anticipated car and their local city’s unique urban culture.
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