LAND ROVER TO SUPPORT 2014 PALM SPRINGS MODERNISM WEEK
FEBRUARY 12, 2014
Land Rover, the British maker of Land Rover and Range Rover sport utility vehicles, and Modernism Week announced today that the luxury automaker will be a major sponsor of the organization’s signature festival taking place in Palm Springs, California from February 13-23, 2014. The annual celebration of mid-century modern design, architecture, art, fashion and culture will feature more than 170 events over 11 days, including tours, films, lectures, parties and exhibitions. During Modernism Week, Land Rover’s internationally acclaimed Design Director and Chief Creative Officer, Gerry McGovern, will lead an inspirational seminar discussing how modernist design has influenced all aspects of his life: automotive, his home, his passions and hobbies.
McGovern’s lecture, titled “Modernism and Me," will take place Saturday, February 15, from 2:00 to 5:00 p.m., on the grounds of the iconic Sinatra Twin Palms Estate. He will discuss how modernism has influenced his approach to reductive design, and how his time working across the globe has allowed him to take a unique view on these influences and its direct impact on his work with the Land Rover brand. Following the presentation, guests will be invited to a poolside ‘high tea’ reception where cocktails and canapés will be served.
McGovern is the creative mastermind behind some of the world’s most distinctive and desirable vehicles in Land Rover’s history. With mid-century modern architecture and design as some of his influences, he and his team have created a new generation of Land Rover and Range Rover vehicles. McGovern is continually redefining the brand, while leveraging its distinctive heritage, to make its vehicles relevant and desired for years to come. This approach is specifically reflected in the family of iconic Land Rover vehicles that bear McGovern’s design: the all-new Range Rover, the all-new Range Rover Sport and the Range Rover Evoque.
“Great design has the ability to connect on an emotional level! For me, mid-century modernism projects a sense of optimism and originality, whilst looking as relevant today as when it was originally created. It will be enlightening to interact with Modernism enthusiasts, and discuss what it is about this pioneering design period that makes it so compelling,” said Gerry McGovern, Design Director and Chief Creative Officer, Land Rover.
“We are extremely grateful to Land Rover for their generous sponsorship, and to Mr. McGovern for sharing his perspective on modern architecture, product and furniture design,” says Modernism Week Board Chairman, Chris Mobley. “This partnership provides Modernism Week with a wonderful opportunity to showcase interpretations of mid-century design aesthetics from around the world.”
McGovern collects modernist furniture, mid century Italian modernist glass and has a ‘decent collection’ of modernist art, both silk screens and paintings. He personally redesigned his modernist `60s home in Warwickshire, England, which features originals by mid-century design legends Eero Saarinen, Arne Jacobsen, Patrick Caulfield, among others.
Ticket proceeds will benefit Modernism Week and its college scholarship program for aspiring young designers. For more information about Modernism Week events visit www.modernismweek.com.