70 EMG conceptualised, designed, curated and produced the launch of the newest SUV by Land Rover in India. The brand new Bayview lawns, located on the Eastern Sea front, was launched with this event.
70 EMG crafted an experience for this launch that would marry the aspirations of the target audience for such a unique and design-oriented urban compact SUV and showcase the sensibilities that Evoque stood for. The event approach was derived from the global campaign “Live For The City” as: The City Is My Canvas.
Designed around the ideology of claiming the city, represented by new-age, creative hubs leading the conversation of design, innovation and sustainability, the event experiences and venue were representative of this lifestyle.
The guests had a glimpse into spaces that have been designed as sanctuaries, hubs of design and innovation, highlighting the lifestyle chosen by the makers, social aspirers and drivers of change. These spaces were defined by such people who live in it, who with their art, work, and efforts became synonymous as the drivers of their own personal cityscape. Artists, designers, creators, makers, architects; telling the story about making the city their canvas.
One such community was identified as the St+art India Foundation who have been leading this change, to showcase such spaces from around the country. The foundation’s projects empower the creators and innovators, activating public spaces with urban art interventions. Making the city the canvas and providing an art experience for one and all by celebrating the city life; in cue with the new Range Rover Evoque’s philosophy of #LiveForTheCity.
The F&B experience was created as an extension of the theme – with innovators from the culinary scene who created unconventional ice cream flavors for the event and unique food and dessert installations. The twin objective of keeping the audience engaged and social media amplification was achieved with installations combining the modernist, industrial and sophisticated look that subtly conveyed Land Rover sensibilities and a live demo of the cars on a driving course run by Land Rover instructors using a Twin Terrapod system.
Here’s a glimpse of the New Range Rover Evoque launch-
Here’s a glimpse of the Morris Garages pavilion designed and produced by 70 EMG at the Auto Expo 2020-
They had also won the Best Pavilion Bike award for Honda Motorcycle and Scooter India (HMSI) at the Auto Expo 2018.
