Imagination delivered a first-of-its-kind event to launch the new Land Rover Discovery to the world. To demonstrate the versatility of the new Land Rover Discovery and represent its appeal to families, Imagination engineered and built the largest ever Lego structure as the setting for the car’s unveiling to the world. The scale model of Tower Bridge, supported two Land Rover Discoveries to drive across and, once the fully articulated bascules were lifted, a Land Rover Discovery drove underneath pulling a Lego replica of the Land Rover BAR team racing boat.
The Lego structure was made from 5,805,846 LEGO bricks, by Bright Bricks, beating the previous Lego structure record by 470,646 pieces.
The 12 car reveal, including seven heritage vehicles and five new Discoveries, was performed live at Packington Estate in Warwickshire in front media, guests and customers on 28th September, with images streamed worldwide.
Long-term Land Rover Discovery owners also took active roles in the dynamic live reveal of Land Rover’s most versatile Discovery model.
The launch event took 12 Months of planning by a team of engineers, specialist contractors and Lego master builders. Ross Wheeler, head of automotive at Imagination, oversaw the activity. “We needed to create a spectacular and exciting event to launch the new Land Rover Discovery to the world,” he said. “On the eve of the Paris Motor Show, Land Rover wanted to return to its heartland in Warwickshire to stage the biggest, most adventurous reveal event yet. We wanted to help them achieve the seemingly impossible and make an impact that would resonate around the world.”