British automotive brand Land Rover chose Milan Design Week to unveil their hotly anticipated Range Rover Velar.

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At Milan Design Week, British automotive brand Land Rover chose the La Permanente Museum in the Brera Design District as the location to unveil their hotly anticipated Range Rover Velar.
Photo by Katie Treggiden for Design Milk
Photo by Katie Treggiden for Design Milk
Named after the badges that chief engineer Charles Spencer King used to conceal the identity of the first Range Rover prototypes in 1970, the new Velar (Latin for ‘to veil’) has been developed to fill the space between the Range Rover Evoque and the Sport, and follows the brand’s ‘reductionist’ design philosophy. As well as trademark Range Rover details such as the floating roof and continuous waistline, the car?s exterior features super-slim Matrix Laser-LED headlights and flush deployable door handles. “The reductionist philosophy is about lessening visual complexity, identifying the main design elements needed to create the overall aesthetic and eliminating everything else,” designer Massimo Frascella told us. “The ‘less is more’ approach can result in something very plain and complexity is relatively easy, but to do something different that has a level of modernity and ...