To celebrate the power of reductionism manifested in the Velar, Land Rover

commissioned a series of unashamedly abstract photographs, each one drilling down with incredible precision to the absolute essence of the vehicle.

The photographer and creative director were given complete freedom to shoot whichever parts of the vehicle they wished. The only brief was to remain abstract without being gratuitous and not to create traditional car, brochure or advertising imagery.

The launch event itself was designed to feel like a curated exhibition that you can walk through and eventually reach the car like a piece of fine art in a gallery.

Over 700 people attended the London launch event and hundreds more visited the display during Milan Design week.

To date, the images have reached nearly 1.5m people across Instagram, Facebook and Twitter.

40,000 pre-orders for the vehicle were received within the first few days of the reveal event.