Rio de Janeiro, RJ, Brazil
Photos by Gabriel Castro
2015_ Jeep Renegade Launch
Marina da Glória
Facilities that hosted the launch event of the Jeep Renegade at Marina da Glória covered a more than 5.000m² surface, on a terrace by the sea of approximately 10.000m². The implementation of the set responds to the diversity of activities planned for the event, in an “explosion” of the program in several autonomous and interconnected spaces, as if a microcity. It established a very sensitive relationship between spaces of passage and permanence with the surrounding landscape, which has always been seen as the greater project attribute.
In order to built up the spaces we used pre-existing structural systems, since there was not enough time to develop different forms. Stand out in this sense the two Arcum structures that housed the welcoming lounge and the restaurant, each one with more than 1000m2 of covered area and both with open balconies towards the Pão de Açúcar.
The same strategy that we usually apply to develop cultural and artistic project was used in this case. The main arguments and symbols that compose the universe of Jeep and it`s new product were identified along with the origins and the aspirations that lead the designers to the final layout of this new car. These elements were implemented as imagetic reference for the main spaces of the project.
The “7 slot grille” – front grid that is the most emblematic element of Jeep vehicles was represented through a 7 big modular LED pannels disposed side by side playing moving images on the receptive lounge.
The tracing of the contours present in maps of the trails of Moab (Utah, United States) were printed on the restaurant`s lighting fixtures, in a color that is similar to a worn out paper.
Finally, the “X shaped” symbol existent in Jeep Willys`s gasoline gallons is used in Renegade Reveal`s projections by assigning another car design inspiration to the arena with a capacity of 400 people.
Ilha Fiscal
The design of the closing party of the Jeep Renegade`s launch event that took place in Ilha Fiscal was based on the assumption that the principal was already there: landscape and history. The intervention was the creation of a simple transparent shelter, for minimal interference with the castle (built in the late nineteenth century), the view of Guanabara Bay and the bridge Rio-Niterói.
Using diverse kinds of furniture under the coverage, the guests could accommodate themselves in different heights, from high counters to very low puffs. The main elements built – stage and food and drink`s support – were positioned at the ends of the courtyard of 1.000m². This disposal was conceived in order to provide freedom to the flows and, once again, ensure the view, that was punctuated by the three Renegade models released in the event.
The “X” shaped luminaire is a standing element in the project which was conceived from the Jeep Willys`s gallons of gasoline. Lit by orange LEDs, 20 pieces “float” over the guests, creating a contemporary counterpoint to the Ilha Fiscal`s historical and military references.
