Global Geo Art: OK Go, Henry Holland, Josh Rubin, Natasha Slater, and Mia Freedman draw on their cities with the Pulse of the City Range Rover Evoque GPS app
By Guy Sangster Adams
The new Range Rover Evoque, for which pre-orders are now being taken, is inspired by city architecture and is designed to appeal to a younger, urban minded driver. It is the smallest, lightest and most fuel efficient vehicle the company has yet made, and owners can choose from an host of exterior and design features that make each car eminently easy to personalise. Since the car was unveiled at the Geneva Motor Show in October 2010, Range Rover has worked with a great array of influential and cutting-edge artists, designers, and taste-makers on creative projects anticipating the launch of the Evoque, from 40 plus wireframe sculptures exhibited in diverse international locations, to a piece of collaborative living art created using Range Rover’s Pulse of the City GPS iPhone app, the creation of which has been documented in a new short film released by the company.
Launched in October 2010, concurrent with the unveiling of the Evoque, the Pulse of the City app allows the user to create vivid and striking data visualisations of their movements across their city, or any city worldwide. They are then sent a graphical representation of their journey, which can be displayed on their iPhone.
For the creation of the work of global geo art, documented in the film, Range Rover equipped OK Go, Henry Holland, Josh Rubin, Natasha Slater, and Mia Freedman, with the Pulse of the City app and asked them to use it to draw on the streets of their cities. Range Rover also invited submissions from city residents around the world; content was uploaded to helloevoque.com and OK Go then selected works to include in the film. Thus, the world’s cities became a giant canvas painted on with the app.
In LA, neon-clad fans and musicians armed with recorders, drums, saxophones, trombones, maracas, a toy piano, horns and a fiddle joined Grammy Award winning rock band, OK Go, dressed in Costume National suits in primary colours, on an 8 mile journey through the city, inspired by the high colour and joyousness of the second line street parades in New Orleans. As the band walked and played around the city their movements spelt out the words ‘OK Go’ in giant letters. The film of their LA parade has been nominated by MTV for an O Music Award for in the Innovative use of technology in a video category.
For his geo-art journey around London, Henry Holland chose to draw out the House of Holland logo, whilst also along the way stopping at his favourite landmarks to shoot the look book for his AW11 collection. “This project was the perfect fusion of art, fashion and technology,” he says, “who’d have thought three years ago that we’d be making art through GPS tracking and creating chaos across London as we went!”
Josh Rubin, founder and Editor in Chief of Cool Hunting, designer, photographer and entrepreneur, and Mia Freedman, journalist, author, and blogger, took to the streets of New York and Sydney respectively to draw pictures across their cities. Whilst Natasha Slater, the Milan-based editor, broadcaster, DJ and club promoter, took a journey through the Italian city’s nightlife, spelling out the word, ‘party’.
Meanwhile the public submissions include a little boy called Jethro who draws a tractor on London, whilst across the world, a double clef, a star, a flower, and the word ‘peace’ all appear on the streets.