Roadtrip in modern luxury

With the New Range Rover, Land Rover has once again set the standard for comfort and appearance in the SUV class. The brand joined forces with designer and entrepreneur Piet Boon. MASTERS followed the creative thoroughbred during a tour of the new pearl along 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?

With the New Generation of Leaders Range Rover highlights the search for modern luxury and how it is experienced today. This time internationally acclaimed Dutch designer Piet Boon takes the spotlight. His studio 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 

The origins of Studio Piet Boon lie in Amsterdam and the nearby Zaan region. During the road trip in modern luxury, Piet Boon's own home in Oostzaan and the headquarters of Studio Piet Boon are discussed. 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. 

"That's why I can afford to be a casual leader." 

figurehead

Studio Piet Boon has been shaping living spaces and products since 1983; started as a one-man business, but has now 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.

Modern, refined and comfortable

The New Range Rover is the result of more than fifty years of evolution and a good example of modernity, refinement and comfort. The Electric Hybrid will be the precursor to the fully electric version that will be launched on the market in 2024. But with CO₂ emissions from just 18 g/km, emissions are already impressively low for a car of this level. With the new MLA-Flex architecture, a Standard and Long Wheelbase is possible. This means an interior with 4,5 or even 7 seats. If you also want to put your design skills to use, you can do so; the New Range Rover SV is customizable by the skilled hands of the Special Vehicle Operations team.  

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