70 EMG Opens the Domestic Cruise Terminal for the Launch of the New Range Rover Evoque
by EVENTFAQS Bureau Marketing | February 10, 2020 | Press Release
70 EMG Range Rover Bayview lawns
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.
"We are thrilled with the way the event turned out - the aesthetics, content collaborations and the show which ran like precision clockwork - it was all a fitting backdrop for the handsome New Evoque. The location overlooking the Arabian Sea, which itself so beautifully complemented the Land Rover brand, was outstanding. 70EMG is so proud to have discovered the brand new Bay view Lawns and kicked off its first corporate event with the Evoque launch. The Eastern Seafront is massively under-utilized, and with the new infrastructure, it will be a much-needed relief for our space and venue starved Mumbai.
There is a massive amount of respect, rigour and discipline nurtured between Land Rover & 70EMG teams as a result of the months of intense planning that goes into any JLR event. The joint effort is really what was on display at this event and the spot-on translation of the Evoque's sensibilities on ground. We strive to extend value from across our business units to all our clients and here 70EMG also worked closely with F&B specialists from it's proprietary X Food Festival to create a stellar F&B experience - from artisanal ice creams featuring unique flavor combos, an organic Kodai coffee bar to food installations and truly whacky service concepts" said, Thanush Joseph, Co-founder & Director, 70EMG.
Décor integration was extended from the CMYK based play of colors to accentuate the white and nautical theme of the venue and the Land Rover CI Guidelines. Translucent colored glass created an interactive play of colors with all the elements displayed against the backdrop of the Arabian Sea.
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.
70 EMG conceptualized, designed, curated and produced the launch of the newest SUV by Land Rover in India. The brand new Bayview lawns, located on the Eastern Seafront, was launched with this event.