【Leather在现场】路虎卫士都市营地

作者: leather

代理商: 艾德韦宣 09919HK

#活动现场 #活动执行 #展示管理 #设计管理

项目品牌： LANDROVER 路虎

项目行业：汽车及制造

项目日期： 2026-07-08 14:00 2026-07-08 16:00

项目地点：上海星美术馆

项目名称：【Leather在现场】路虎卫士都市营地

【Leather在现场】路虎卫士都市营地

2026年07月08日

上海 START星美术馆

远远就看到路虎卫士包装的星美术馆

被包装的START星美术馆

START星美术馆的宠物友好区域

PUPPY PARKING

入口处的文案

空间一路虎 Series I 的1955欧亚穿越

空间二路虎在007电影中的秘境体验 V8 ···- ---··

空间三在达喀尔中的卫士 D7X-R 实力

结算空间，本周是 HYROX的体验

90城市工坊在户外的车厢中

2026 年 7 月，路虎于上海 START 星美术馆落地「路虎卫士都市营地」主题体验项目，是品牌打破硬派越野固有场景、链接都市潮流人群的创新线下活动。项目依托美术馆极简现代建筑基底打造空间，整体造型融合硬核越野机能美学与先锋艺术留白质感，摒弃传统越野活动粗犷户外搭建形式，以几何金属装置、仿荒野地貌造景、硬朗直线展台结构构建都市野趣沉浸式场景，将卫士硬朗车身线条转化为空间设计语言，实现工业越野与当代艺术的视觉碰撞。

场地动线分层清晰，划分车型静态展示区、户外模拟体验区、艺术打卡装置区与品牌交流休憩区，兼顾车辆品鉴、互动体验、艺术传播多重功能。制作采用轻量化模块化搭建工艺，搭配低饱和哑光金属质感物料、分层氛围灯光，平衡美术馆原生艺术氛围与越野车型力量感，规避重型搭建破坏场馆空间调性。当下都市户外、轻越野文化持续升温，豪华越野品牌加速向城市年轻客群渗透，本次活动以艺术场馆为载体重构卫士产品叙事，跳出郊野试驾的单一营销模式，让硬派越野文化走进城市艺术圈层，拉近品牌与都市潮流消费者的距离，为豪华越野车型都市艺术跨界体验打造全新范本。

On July, 2026, Land Rover launched the “Defender Urban Camp” themed experience project at START Museum in Shanghai, an innovative offline activity that breaks the fixed off-road scene stereotype and connects the brand with urban trend consumers. Built on the museum’s minimalist modern architecture, the space integrates tough off-road functional aesthetics with avant-garde artistic blank design.

Abandoning the rough layout of traditional outdoor off-road events, it adopts geometric metal installations, simulated wilderness landscapes and straight-line display structures to build an immersive urban wild atmosphere, translating Defender’s tough body lines into spatial language and creating visual collision between industrial off-road style and contemporary art. The venue features clear layered circulation, including vehicle display zone, simulated outdoor experience area, art check-in installation zone and brand lounge, integrating car appreciation, interactive experience and artistic communication. In terms of production, lightweight modular construction, matte metal materials and layered ambient lighting are applied to coordinate the museum’s original artistic temperament with the vehicle’s sense of power, avoiding heavy structures that damage the venue. Against the trend of booming urban light off-road culture and premium off-road brands targeting young urban groups, the project reshapes Defender’s brand narrative inside an art venue. It breaks the single marketing mode of suburban test drives, brings tough off-road culture into urban art circles, shortens the distance between the brand and trendy urban consumers, and sets an innovative benchmark for cross-border urban art activities of luxury off-road vehicles.

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