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Land Rover Defender
June 5, 2023

International Motors celebrates 75 years of Defender with futuristic exhibition

Iconic shots from the past and an innovative project developed with IED to celebrate the birthday of the most loved Land Rover

To mark the anniversary of the birth of the Land Rover Defender, International Motors is organising a vernissage and interactive event that allows visitors to relive the excitement of the iconic model's past, while looking forward to the new adventures of the future.

The appointment is on Monday 5 June, starting at 5.30 p.m., at the International Motors premises in via Curzio Malaparte, 10 in Florence. The photographic exhibition tells the story of Defender through iconic shots from the past and culminates with the display of the 2015 Heritage version. A second, more modern visual journey reaches its completion with the display of the extraordinary Defender 75th Limited Edition, the latest special edition produced by Land Rover and the embodiment of future projection.

For the occasion International Motors decided to involve the IED of Florence, launching a contest last month in which the school's students designed a special livery to celebrate 75 years of Defender. The winner will be revealed during the event on 5 June, in the presence of the Director of IED Florence, Danilo Venturi. IED has also developed a digital project on the historical evolution of the car, which visitors will be able to admire during the exhibition week. Simply frame the Defender model on display in the dealership with your smartphone and, as you move away, using augmented reality you can view the versions that have followed one another during these 75 years.

"The project with International Motors reinforces and emphasises one of the most classic design connections, that between tradition and the future," says Danilo Venturi, Director of IED Florence - The students of the Master in Graphic Design, 90% of whom are international, have interpreted the company's brief and the identity elements of the brand in full IED style, introducing an important innovation".

The exhibition can be visited until Saturday 10 June, during dealership opening hours. Admission is free. For information 0553793801

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