Land Rover markets their all new Discovery as “equipped to take you anywhere in comfort and style. Versatility and capability have never been more dynamically realized.” So when searching for a North American venue to showcase the impressive credentials of the iconic model, it’s no wonder they landed in Venice, California. Event management firm, KRO Events, selected JJ|LA from a full slate of creative production houses to handle all production, design and fabrication for the launch event. The challenge, to feature all of the agile, dynamic and sports-like attributes of the vehicle, while still showcasing the high-end, luxury appeal of the brand. JJ|LA concepted and pitched the idea of the “Adventures Garage,” a structure whose walls was filled with the most high-end, aspirational sports equipment from skis to surfboards, wetsuits to bicycles, that the Land Rover driver might ultimately use with their SUV. In addition to the main “garage” feature, constructed from covered truss, fabric mesh wall panels with metallic grid frames to evoke shelving, two secondary activations with additional SUVs paid homage to the vehicle’s dexterity from water to land. The five-day event popped up along Venice’s iconic Abbot Kinney Blvd. where an eclectic mix of surfers, shoppers, foodies and adventurers got their first-look at the Discovery before it hit the floor of the LA Auto Show. The event featured celebrity appearances, fitness demonstrations and food trucks causing a publicity and media frenzy that left the entire Land Rover team, including the brand’s Global Head of Design, beaming at the outcome and response.