Range Rover SUV – Pitch

In collaboration with Simon Marxen the following three installations are conceptual drafts relating to the launch of the new Range Rover SUV 2012. They are presented with 3d renderings and an enclosed description of the overall ideas and aesthetics. These proposals should not be seen as decisive designs but as the first step in an iterative collaboration. Unfortunately Range Rover decided not to use the proposals.

The Moire Effect

This first suggestion uses scanimatics or the socalled Moire effect, to create a simple yet spectacular representation of the keywords for the new Range Rover. In physics, a moiré pattern is an interference pattern created, for example, when two grids are overlaid at an angle, or when they have slightly different mesh sizes. This effect sets the basics for a simple animation, that has a high impact on the spectator as she will be the one generating this effect.

Basically the installation consists of a cage or structure made from thin aluminium profiles set up with a small gap between each profile. Inside this structure a combined lightsource and scanimatic suface with the same dimensions scaled down by two, is set up. We use this structure to backproject different images used to create the animations as the spectators move around the object.

It will be an immediate experience for the user and the structure will represent itself in both rounded and sharp aestetics, connecting the installation and the the general ideas of exclusiveness, lightness and engineering underlying the Range Rover SUV.

Hardware: Approx. 50 individuably shaped 5mm thick, 80mm wide flat aluminium profiles. A smaller inner structure made from a white material able to back project images from inside the structure. Polyester, projectionscreen or plastic material. 4 x short range projectors. One computer.

The Cloud

As a basis, this ideation works with the keywords of lightness, the environmental and the diffuse. The overall image of the concept is thougt as an illuminating object and partly unobtainable, making the Range Rover an object of dreams.

The concept uses a cloud of clear plastic tubes suspended from the ceiling to a position a few meters from the floor. Inside this cluster of tubes, patterns of selected autoparts from the Range Rover SUV are also made up of tubes. These parts can be quickly filled and emptied with an aluminium colored liquid, to create visualisations of the most notable parts of the car eg. the engine, the bodywork or other notable, easy recognisable parts.

By constantly hiding and unhiding important information or images in this blurry cloud of tubes, the installation will alternately shift between diffuse and very clear-cut aestetics and urge the user to examine the parts thoroughly leaving her with a dreamy image of the Range Rover SUV in mind. Thus giving the installation both a sense of lightness (the cloud) and strength (the sharp wireframe).

Hardware: Approx. 2 km of clear plastic tube ø20mm. Aluminium colored non stick and non drip liquid.Pumps or circulation pumps, to make the liquid travel fast through the tubes.

Lightsources, prefferably white LED to mount inside the cloud for illuminating effects.


The third installation focuses on the con­cept of the lightness and luxury of the new Range Rower SUV and combines it with the strength and visual aesthetics of aluminium. The installation consists of a 10×16 matrix of 2 meter high glass tubes with a diameter of 60mm. Each tube is attached to a alu­minium platform which features an electric fan hidden under the tube. A polystyrene sphere is placed inside each tube just above the electrical fans. This construction allows the spheres to indiviually move vertically creating various low resolution images.

As the spheres rapid float into different positions the audience will experience an audio/visual abstraction of the Range Ro­ver SUV. The sound from the compressed air creates a car like humming and combi­ned with the low resolution images created by the spheres, the audience are able to interpret different images from various posi­tions around the installation.

Hardware: 160 glass/plastic tubes. 160 electrical fans or a compressor. One com­puter with attached Arduino boards for hardware control.

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