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Nuova Group Takes Design Fans Back to a 1970s Range Rover Dealership

BBG News

The renowned British auto manufacturer, Range Rover, has teamed up with Nuova Group, a design studio based in Los Angeles, to construct an exhibit that honors both the brand’s rich history and its promising future.

In the heart of Milan, the “Futurespective: Connected Worlds” exhibit invites guests on an engaging time-travel excursion. The tour starts at a registration desk, leads to a 1970s automobile dealership, and concludes in a futuristic environment reminiscent of Lumon.

Upon their arrival, guests receive a warm welcome from staff adorned in specially designed baby blue attire by the label L’Equip. Each guest is also handed a boarding pass showcasing artwork by Studio Temp.

The consistent focus on intricate details can be seen as a recurring theme woven through the entire exhibition, as per Jaguar Land Rover Design Director Rich Stevens, it’s a fundamental aspect that has shaped the partnership between the brand and the studio.

In his conversation with TopMob, Stevens expressed that the installation’s success is largely due to an exceptional focus on precision. He intentionally infused a high degree of intricacy throughout the entire setting, ensuring a rich sensory experience and a compelling narrative for each space the vehicles occupied.

Following check-in, visitors make their way to the exhibit area where they encounter a space modeled after a 1970s automobile dealership. The first-ever produced Range Rover is enclosed in this exhibit (the structure was constructed around it). Two engaging “sales associates” provide an in-depth explanation of the car’s features to all visitors.

The remaining area is adorned with unique Nuova-designed furniture and lighting, including vibrant hot pink seating and glass lamps. A noteworthy element is a fish tank that enhances the nostalgic ambiance. On the desk, you’ll find old papers and authentic 70s magazines showcasing Range Rover advertisements, elements that sparked inspiration during the brainstorming phase of this collaboration.

As a design enthusiast, I’ve come to realize that nostalgia and design often go hand in hand. You’ll notice similar design patterns recurring over time, and this isn’t by chance. As a designer, the key lies in combining the fresh with the familiar. It’s about creating designs that are forward-thinking, yet resonate deeply – striking an emotional chord that feels instinctive to us.

Ultimately, they invite you to explore “the next stage,” though the exact timeline isn’t specified, but it seems closely tied to the most recent model of the car. Inside, circular pillars mirroring one another encircle the new Range Rover, casting reflections of the well-lit environment. Information is presented through a sign above the entrance (a particularly striking feature) and a lamp that also displays the current time when activated.

As a keen gamer, I’ve been keeping a sharp eye out, and it seems like there are hints pointing towards the game company’s upcoming plans, even though they haven’t explicitly pointed them out yet.

In our ongoing journey to shape the world of Range Rover, we aim to engage in discussions with influential figures who lead in culture and design, exploring together the future of design and its significance to us. (Stevens explains)

During Milan Design Week, lasting from early April until April 13, Futurespective: Connected Worlds exhibition was open for viewing. The event ultimately concluded on that date.

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2025-04-17 16:56

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