Land Roverのインスタグラム(landrover) - 7月26日 18時47分

The Road to Norway - Meet some of the designers nominated for the #LandRover BORN Awards in Norway, and get their take on the reductionist design principles that inspired the New #RangeRover #Velar.

1) @nativeunion - our design language was built around this idea of removing as much as possible, stripping down the design to the essential. We often end up with this kind of minimal geometric shape. More than a modern look it makes the piece more approachable, more intuitive.

2) @bodosperleinstudio - Reductionism is to let the material speak for itself and to reveal the craft of the product. It is shown when an object of design has reached a point where there is nothing more to add, and nothing left to take away.

3) @vraiandoro - We design as a team and the process is really about reducing something to its most simple and essential form. We're always asking ourselves what can we remove rather than what can we add.

4) @designbygemini - With “Concetto Spaziale” artwork, the Argentine Italian artist Lucio Fontana sought formal purity by reducing painting to its bare essentials. As reductionism principles turn complexity into simplicity and beauty, beneath the surface of the paint are layers of rich and complex meaning that belie its apparent simplicity.

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