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 the brand from 1948 to 2018 for the Material Innovation installation.
They include the original fabric from the first 1948 model, the cloth designed with Paul Smith for his special edition Land Rover Defender in 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 marking a change from the usual ‘don’t touch’ rule at museums.
According to Deyan Sudjic, the director of the Design Museum, said: “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.”
And for Gerry McGovern, Land Rover chief design officer, stated that, “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.”