It’s often said the best way to sell cars is to put bums on seats.
Once punters get behind the wheel the car and get a feel for it, the car will sell itself — that’s if it’s good enough.
Land Rover is taking this concept to a whole new level in festivities that commemorate 70 years of the brand.
The company has reupholstered the seats in the London Design Museum with materials used in a variety of models over the years.
The atrium seating at the museum has been re-upholstered with 18 original materials used in Land Rovers from 1948 to 2018, for the Material Innovation installation.
They include the original fabric from the first Land Rover (1948), the cloth designed with Sir Paul Smith for his special edition Land Rover Defender (2015) and an innovative, sustainable textile developed by Kvadrat for the Range Rover Velar (2017) as a premium alternative to leather.
Director of the Design Museum, Deyan Sudjic, said Land Rover is one of the great design success stories.
“This installation is a great opportunity for our visitors to see seven decades of new thinking about textiles in the context of vehicle design,” he said.
“And this is one part of the museum where we are definitely saying please touch.”