Land Rover and the London Design Museum are inviting visitors to take a seat to commemorate 70 years of the Land Rover brand. The atrium seating at the London museum has been re-upholstered with 18 original materials used in Land Rovers from 1948 to 2018 for the Material Innovation installation.
They include the original fabric from the first Land Rover (1948), the cloth designed with Sir Paul Smith for his special-edition Land Rover Defender (2015) and an innovative, sustainable textile developed by Kvadrat for the Range Rover Velar (2017) as a premium alternative to leather.
Visitors are invited to discover and experience the different qualities of these authentic fabrics – a change from the usual “don’t touch” rule at museums.
“The Land Rover is one of the great design success stories. This installation is a great opportunity for our visitors to see seven decades of new thinking about textiles in the context of vehicle design. And this is one part of the museum where we are definitely saying please touch,” said Deyan Sudjic, director of the London Design Museum.
“Land Rover materials and fabrics are rigorously tested to meet the exacting standards of our customers. This installation reflects the history of our seating from cloth to leather and includes our latest technical materials from Kvadrat in the new Range Rover Velar,” said Gerry McGovern, Land Rover chief design officer.
Jaguar Land Rover is the UK’s largest automotive manufacturer, built around two iconic British car brands – Land Rover, the world’s leading manufacturer of premium all-wheel-drive vehicles; and Jaguar, one of the world’s premier marques in luxury sports saloons and sports cars.
The London Design Museum champions design and the impact it has on the world, while introducing visitors to the incredible people behind design. Design is about innovation, technology, creativity and craftsmanship, and influences our lives in more ways than we can imagine.