Reinventing an icon is no easy task. At Land Rover, the vision was to create a compelling, innovative design and user experience that reflected what the Defender could and should be for the 21st century. The challenge was to be respectful of an iconic brand’s past, but not harnessed by it. The design team strived for a highly desirable and seriously capable driving experience for the modern age — a visually compelling vehicle that wears its design and engineering integrity with uncompromising commitment, while connecting emotionally to consumers. 

Join Gerry McGovern, chief design officer for Land Rover, as he takes us on this journey of experience design reinvention, while sharing the role innovation plays and how designers across industries and disciplines can take these insights and apply them to their own design practice work.