揽胜之境·大湾区 暨 揽胜之夜（深圳）

揽胜 Range Rover（路虎）｜「揽胜之境·大湾区」品牌体验展 暨「揽胜之夜」新车上市｜2026 年 11 月 5 日｜深圳 深圳国际美术馆

揽胜把今年的「揽胜之境」放在深圳国际美术馆。这座今年才开放的湾区文化场馆，此前没有接过汽车品牌活动；这一次的合作方式是「展览在前，之夜在后」——白天先开品牌体验展，同一栋楼里，晚上再做「揽胜之夜」的上市发布。一个空间，两种时间，是这场活动最清楚的结构。「揽胜之境」本身是路虎 2022 年推出的全球品牌体验平台，已在 20 多个国家办过 40 多场，2024 年进入中国后落地过北京、深圳、上海、成都，大湾区这一站是今年的重点。

展览的做法是把车放进艺术装置的语境里。几台揽胜安静停在展厅中间，与艺术家徐冰共创的「不言而驭」艺术字同处一室，灯光压低，观众走进去很难第一时间分清自己是在看展还是看车。主办方对这段设计给出的三个字是「静、稳、藏」——不靠大屏和音效，靠留白与距离。展厅里同时陈列两台英国皇室检阅车：2003 年款伊丽莎白二世女王检阅用车、1995 年款查尔斯三世私人座驾，两台车首次来到大湾区，与刚上市的新车摆在同一条动线上。

新车部分是三个「首次」：揽胜威斯敏斯特版中国首秀并上市，官方指导价 149.80 万元，全国限量 500 台；同场带来揽胜 SV 黑玺版（限量 5 台）与 SV 铂韵版（限量 3 台）；SV 静电音响版也在这次活动上首次亮相。威斯敏斯特版基于揽胜 HSE 长轴版打造，定位在 HSE 与 Autobiography 之间，命名取自伦敦威斯敏斯特——英国加冕与立法发生的地方，以此接回品牌的英伦底子。配置上给了专属内外饰套件、22 英寸锻造轮毂、金属镶嵌黑桦木饰板、半苯胺真皮座椅与 SV 静电音响，都是「走近了才看得出」的细节，也正对应主办方那句「静、稳、藏」。

从空间与传播的关系看，这场活动解决的是一个老问题：新车上市通常需要舞台、灯光和掌声，而揽胜把它放进美术馆，用展览的安静为前提。观众先在展厅里看完 56 年的历史（1970 年开创豪华全地形 SUV 品类、1971 年成为第一台在卢浮宫展出的汽车、2025 年 4 月获英国皇家认证），再进入晚间的发布环节；情绪是被空间带出来的，不是被音响推出来的。对豪华品牌的城市级活动来说，这是一个可以复用的模板：先用展览建立语境，再让产品在这个语境里出场。

Range Rover brought this year's "Range Rover House" programme to the Shenzhen International Art Museum, a Bay Area cultural venue that opened only this year and had not previously hosted an automotive brand. The format was exhibition first, night second: the brand experience show ran through the day, and the same building hosted the "Range Rover Night" launch that evening. One space, two time slots, and that was the clearest structural decision of the event.

The exhibition placed the cars inside an art context. Several Range Rovers stood quietly among the installations, sharing the room with a jointly created calligraphic artwork by artist Xu Bing, under low light, so that visitors could not immediately tell whether they were looking at an exhibition or at cars. The organisers summed up the design in three characters: quiet, steady, hidden. No large LED walls, no sound barrage — just space and distance.

Two royal inspection vehicles were displayed alongside the new cars: the 2003 Land Rover used by Queen Elizabeth II and the 1995 vehicle of King Charles III, both visiting the Greater Bay Area for the first time. They sat on the same route as the newly launched models, so the room read as a continuous line from the brand's public history to its current product.

The product news came in three firsts. The Range Rover Westminster Edition made its China debut and went on sale at 1.498 million yuan, limited to 500 units nationwide. It was joined by the Range Rover SV Black Seal Edition, limited to five units, and the SV Platinum Rhythm Edition, limited to three. The SV electrostatic audio version also appeared for the first time. The Westminster Edition is based on the long-wheelbase HSE and positioned between HSE and Autobiography, taking its name from Westminster in London, where British coronations and legislation take place, tying the special edition back to the brand's British roots.

Read as a spatial argument, the event solved a familiar problem. A new car launch usually needs a stage, lighting and applause; Range Rover put its launch inside an art museum and made quiet the precondition. Visitors walked through 56 years of history first — the category invented in 1970, the first car shown at the Louvre in 1971, the Royal Warrant granted in April 2025 — and then moved into the evening launch. The mood was carried by the room rather than pushed by the sound system. For a luxury brand working at city scale, it is a reusable template: build the context with an exhibition, then let the product enter that context. The programme itself is not new — Range Rover House has run since 2022 in more than 20 countries and over 40 editions, and entered China in 2024 with stops in Beijing, Shenzhen, Shanghai and Chengdu. The Bay Area edition was the year's centrepiece.

The specification list backs up the restraint. The Westminster Edition carries model-specific exterior and interior packages, 22-inch forged wheels, a metal-inlaid black birch veneer, semi-aniline leather seats and the SV electrostatic audio system — details that only read at close range, which is exactly what the organisers meant by quiet, steady and hidden. The 1.498 million yuan price tag and the 500-unit cap were announced on the night, together with the five-unit SV Black Seal Edition and the three-unit SV Platinum Rhythm Edition.

The museum setting also solved a media problem. A launch inside an art museum gives photographers a controlled, low-contrast room instead of a black-box stage, and it gives the brand a reason to talk about the collection rather than the show. Coverage after the event ran on the combination of Xu Bing's installation, the royal inspection cars and the new edition, in that order — history first, product second.

Broadcast was built into the format: the evening programme was streamed from 19:15, so the room had to work both for the guests inside and for the camera. Low light and long sightlines are harder to shoot than a bright stage, but they read as calm on screen, which is the impression the brand was buying.

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