At Design Miami, Range Rover introduced a striking monochromatic interpretation of its flagship SUV through an immersive installation titled Dipped in Black. Presented as the centerpiece of the brand’s debut at the fair, the new Range Rover SV Black translated the company’s minimalist design philosophy into a spatial experience that merged automotive design, architecture, sound, and atmosphere.
The installation drew inspiration from the iconic Seagram Building, echoing the building’s refined modernist language through dark surfaces, geometric restraint, and carefully controlled lighting. Positioned within a dramatically enclosed environment, the vehicle was illuminated by warm golden tones that contrasted against its deep black finish, emphasizing its sculptural presence rather than its mechanical identity.
Surrounding the SUV were curated objects and collectible design pieces contributed by galleries and designers participating in the fair, allowing the installation to function as a dialogue between automotive craftsmanship and contemporary design culture. Rather than presenting the car in a conventional showroom format, the space explored how luxury vehicles can exist within a broader creative and sensory context.
Sound also played a central role in shaping the atmosphere. British sound design studio Father developed an ambient audio environment inspired by the vehicle’s advanced sensory technologies. Ethereal tones filled the enclosed space, extending the immersive quality of the installation and reinforcing the emotional dimension of the experience.
The Range Rover SV Black itself incorporates several highly tactile and sensory features, including haptic feedback integrated into the floor mats and a bespoke fragrance created in collaboration with Aeir. Together, these elements reflect Range Rover’s broader interest in designing experiences that move beyond aesthetics alone and engage multiple senses simultaneously.
Overseeing the project was Will Verity, whose role spans the broader visual and experiential identity of the marque. Through Dipped in Black, Range Rover positioned its latest vehicle not simply as an automotive product, but as part of a wider contemporary design conversation shaped by materiality, atmosphere, and modernist restraint.
Range Rover online:
Website
Instagram
Facebook
TikTok
Photo: (c) courtesy of Range Rover