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Road trip in modern luxury

Land Rover once again manages to set the standard for comfort and appearance in the SUV class with the New Range Rover. The brand joined forces with designer and entrepreneur Piet Boon. MASTERS followed the creative thoroughbred on a tour of the new gem along ongoing and completed projects. But what is his vision of new sophistication and modern leadership, and where do the paths of Range Rover and Piet Boon actually cross?
Land Rover

With the New Generation of Leaders, Range Rover highlights the quest for modern luxury and how it is experienced today. So this time, internationally celebrated Dutch designer Piet Boon steps into the limelight. His studio is a global design studio for exteriors, interiors and products. Recognized for creating balanced designs that can be characterized as subtle, stylish, functional and timeless. This is right where the paths of Range Rover and Piet boon cross. The designer himself calls it sharing the same DNA of timelessness: ''When I see a 40-year-old Range Rover passing by, I turn around and think 'what a beautiful car.'' But even with a 10-year-old Range Rover, that's pretty unique in the automotive world. It is a beautiful luxury car without being posh is. It doesn't really get any better than that.''

''That's pretty unique in the car world. It's a beautifully luxurious 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 reviewed. But also the very latest landmark of Amsterdam: 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 discussed. 


 

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

 

Figurehead

Since 1983, Studio Piet Boon has been shaping living spaces and products; it started as a one-man business, but has since grown into an international architecture and design label. Over the years, therefore, Piet boon learned to hire profiles stronger than himself. ''That's why I can afford to be a casual leader. You can only do that if your team is very good. I have a lot of confidence in my teams and let them be free. At most, I steer them occasionally to keep them on the Piet Boon path of beauty, longevity and comfort.'' These basic values shape the designer's life and work. As a result, Range Rover sees him as the perfect figurehead of a New Generation of Leaders who are always looking for the fulfillment of modern luxury. Read here the full story about Piet Boon.

Modern, sophisticated and comfortable

The New Range Rover is the result of over fifty years of evolution and the epitome of modernity, sophistication and comfort. The Electric Hybrid will be the precursor to the all-electric version coming to market in 2024. But with CO₂ emissions starting at just 18 g/km, it is already impressively low for a car of this level. With the new MLA-Flex architecture, a Standard and Long Wheelbase is possible. So this means an interior with 4,5 or even 7 seats. Should you also want to put your own design skills into battle you can; the New Range Rover SV is customizable through the capable hands of the Special Vehicle Operations team.

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