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Land Rover Unveils New Abstract SUV Sculpture Based on Discovery Sport

Abstract Art and Industrial Design Work Together in Land Rover’s latest unique advertorial approach. Called the Unstoppable Spirit, the sculptures are the result of the collaboration between Italian artist Nino Mustica and Land Rover Design Director, Gerry McGovern, and are currently on display at London’s Southbanck Centre beside the River Thames.
Unstoppable Spirit 1 photo
Photo: Land Rover
They say competition helps manufacturers constantly improve their work and this is basically what we’re looking at with all the ventures auto makers are up to lately. Envisioning new ways of displaying car models, unique ways of advertising are more and more popular among these people. This is why, seeing an artist and a car maker partnering up is almost natural nowadays.

Unstoppable Spirit comprises two dramatic sculptures reaching over seven meters (23 ft.) into the London sky which are inspired by the design and capability of the new Land Rover Discovery Sport. They were unveiled during Frieze Week London, one of the world’s leading contemporary art fairs.

Over 8,000 working hours

Made from a combination of steel and glass fiber, the two sculptures measure over 7m x 6m x 6m (23ft. x 19ft. x 19ft.) and are of such a size that the integrated Land Rover Discovery Sport’s forms are replicated in a true 1:1 scale. The work of art was meant to create a juxtaposition with the brutalism of Southbank Centre’s Royal Festival Hall, originally built for the Festival of Britain in 1951.

According to Land Rover, the Unstoppable Spirit was created with the help of an innovative production technique developed using Land Rover’s virtual reality cave, a process normally used for the development of prototype cars. The sculptures were then handcrafted in Turin before being transported to London. It might look like an easy thing to do, but its creators claim they spent over 8,000 working hours to finish their construction.

In case you’re around London these days, you should know the sculptures will be open to the public until October 19th and admission is free. Meanwhile, check out the making-of video below to get a better picture of it.

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