LAND ROVER

Industry

Automotive, Industrial Design

Brand& Art Collaboration, Product Launch, Cultural Campaign

Introduction

This campaign is to unveil the new Defender series by combining Land Rover’s core values of resilience and exploration with the artistic visions of renowned creators: architect Shuhei Aoyama, multimedia artist Chen Tianzhuo, and oil painter Liang Yuanwei.

It emphasized the Defender’s unique character—unpolished yet refined, rugged yet sophisticated—by transforming the spare tire cover into a platform for artistic expression. It highlighted the synergy between craftsmanship, cultural storytelling, and contemporary art, positioning the Defender as more than a vehicle: a symbol of individuality and creativity.

Challenges & Objectives

Land Rover sought to break conventional automotive norms by integrating contemporary art into functional vehicle elements. The goal was to reposition the spare tire cover as a canvas for artistic storytelling, bridging the gap between design, functionality, and cultural relevance. By engaging internationally acclaimed creators, the Defender is seen as a bold statement of individuality and creative vision. The project resonated with art enthusiasts and automotive audiences alike, reinforcing Land Rover’s legacy as a brand deeply connected to innovation, heritage, and forward-thinking design.

Collaborators and Vision

Shuhei Aoyama

Renowned architect Shuhei Aoyama embraced the unpolished textures of raw industrial materials, celebrating their inherent beauty and linking them to the industrial era’s transformative progress. His minimalist approach expressed appreciation for simplicity and authenticity, aligning perfectly with the Defender's robust design language.

Chen Tianzhuo

An interdisciplinary artist known for his dynamic installations and cultural symbolism, Chen was inspired by the mythical connection between a snake and a swan, signifying harmony between driver and car. His surreal and provocative style, often exploring themes of subculture and spirituality, added a deeper layer of meaning to the campaign.

Liang Yuanwei

A celebrated painter with a focus on intricate symbolism, Liang drew from ancient Greek mythology and religious murals. Her design transformed the spare tire cover into a shield of divine protection, adorned with floral motifs and ethereal angelic imagery, embodying strength, elegance, and timeless beauty.