Range Rover's quest for modern luxury

With the New Generation of Leaders, Range Rover explores the quest for modern luxury and how it is experienced today. This time the brand joins forces with designer and entrepreneur Piet Boon. MASTERS follows the creative mind during a trip in the New Range Rover past current and completed projects. What is his vision of new sophistication and modern leadership, and where do Range Rover and Piet Boon actually intersect?

With the New Generation of Leaders, Range Rover highlights the quest for modern luxury and how it is experienced today. This time the brand is joining forces with designer and entrepreneur Piet Boon. MASTERS follows the creative thoroughbred during a trip in the New Range Rover past current and completed projects. But what is his vision of new sophistication and modern leadership and where do Range Rover and Piet Boon actually cross?

Studio Piet Boon is a globally operating design studio for exteriors, interiors and products. Recognized for creating balanced designs that can be characterized as subtle, stylish, functional and timeless. This is the point where the paths of Range Rover and Piet Boon cross. The designer calls it sharing the same DNA of timelessness: "When I see a 40-year-old Range Rover pass by, I turn around and think 'what a beautiful car.' But this is also the case with a 10-year-old Range Rover, which is quite unique in the car world. It's a beautiful luxury car without it posh is. It doesn't really get any better.”

''That is quite unique in the car world. It is a beautiful luxury car without being posh'' 

Setting the standard 

With the New Range Rover, Land Rover once again sets the standard for comfort and appearance in the SUV class. This Electric Hybrid will be the precursor to the fully electric version that will be launched on the market in 2024. If you also have your own design skills wanting to join the fray is possible; the New Range Rover SV is customizable by the skilled hands of the Special Vehicle Operations team. 

The origins of Studio Piet Boon lie in Amsterdam and the nearby Zaan region. During the trip in the New Range Rover, Piet Boon's own home in Oostzaan and the headquarters of Studio Piet Boon are reviewed. But Amsterdam's newest landmark: the future Rosewood Hotel in the former Palace of Justice on the Prinsengracht and the Golf Course in Cromvoirt, where Studio Piet Boon managed to unite minimalism with nature, are also discussed. 

''I have a lot of confidence in my teams and let them go'' 

figurehead

Studio Piet Boon has been shaping living spaces and products since 1983. What started as a one-man business has grown into an international architecture and design label. Over the years, Piet Boon has learned to take on profiles that are stronger than himself. ''That's why I can afford to be a casual leader. That is only possible if your team is very good. I have a lot of confidence in my teams and let them go. At most, I adjust them occasionally to keep them on the Piet Boon path of beauty, long shelf life and comfort.'' These basic values ​​give the designer meaning in his life and work. As a result, Range Rover sees him as the perfect figurehead of one New Generation of Leaders who are always looking for meaning modern luxuryRead more about all schemes and additional terms and conditions here the whole story about Piet Boon.

Want to see more of the New Range Rover? View the website here.

MASTERS EXPO

With the exclusive Range Rover stand at MASTERS EXPO, Land Rover presents a unique, luxurious location where various Range Rover models can be introduced in an appropriate way. From the avant-garde appearance of the Range Rover Velar, the dynamic-luxurious character of the New Range Rover Sport to the unparalleled luxury of the New Range Rover SV Long Wheelbase. The Electric Hybrids set the tone in the plug-in hybrid segment, with fully electric models set to set standards again from 2024.

Visit Land Rover at MASTERS EXPO. From December 8 to 12 in RAI Amsterdam: MASTERS EXPO – The Colorful Edition. Order here your tickets.