Land Rover held the North American debut of the all-new 2017 Discovery SUV at an interactive consumer popup in Venice in Los Angeles on Abbot Kinney Boulevard. Along with a host of active displays and demonstrations, Land Rover invited locals big-wave surfer Laird Hamilton and champion volleyball player wife Gabby Reece to help kick off the interactive display that’s open to the public until Monday, November 14th.
The Venice popup allows attendees to explore the new Land Rover Discovery along with a “curated selection” of outdoor gear and fitness equipments, such as products from ROKA, Cerevo, Hobie, Eddyline Kayaks, Parsons Xtreme Golf, Atlas Snowshoe Company, YERKA Bikes, FEND, Hiplok, PTX Performance Products USA, Blind Dog Surfboards and more.
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“We are thrilled to join Land Rover in the debut of the Discovery here in our hometown where outdoor activities and an active lifestyle are encouraged,” said Laird Hamilton and Gabby Reece, who spend half to the year at their home in Malibu and the other half at their home on Kauai. “The Discovery’s smart technology helps families on-the-go like ours; not only stay connected but also provides incredible room and storage, offering the perfect mix of versatility, innovation and luxury. We are so excited to introduce the car to the Venice community and join our fans for the exciting activities at Discovery Venice.”
The Land Rover Discovery is hailed as the brand’s “most versatile SUV” due to its premium interiors, high-tech features and all-terrain capability. Hamilton and Reece still own an LR3, and Hamilton said he was happy to see the capability of the new Discovery first hand during a photo shoot the day prior.
“It’s amazing how many people I see get stuck in the sand at the beach,” Hamilton said, referring to the Terrain Response 2 system in the Discovery. “As they were driving out onto the sand for the shoot I was thinking, ‘This looks like a bad idea,’ but the Discovery pulled right onto the beach and didn’t get stuck. Where I’m from, that capability is very valuable.”
The seven-seat Discovery also has another feature Hamilton finds very useful in the surf world, as the waterproof Activity Key allows someone like him to go for a surf and unlock the car safely upon returning without having to worry about stashing a standard key fob. The waterproof Activity Key simultaneously locks the vehicle and disables the standard key. The new Discovery also features aluminum construction to shed as much as 1,000 lbs. from the weight of the outgoing LR4, helping to provide a 14 percent greater fuel economy in the city.
The Discovery Venice activation will include guest appearances from Southern California athletes, chefs and designers including Chef Stuart O’Keeffe, Olympic gold-medalist swimmer Conor Dwyer, vegan cookbook author Kristy Turner and interior designer Nathan Turner. Local food trucks including The Butcher’s Daughter, Cousins Main Lobster, Mandoline Grill, The JUICEBOX Truck, Urban Espresso and Peaches’ Smokehouse & Southern Kitchen will be onsite throughout the activation with food available at discount rates. Consumers are also encouraged to visit nearby Venice businesses that have partnered with Land Rover for further discounts and special offers.
The 2017 Discovery Venice activation will be held at 1515 Abbot Kinney Blvd, Venice, California, 90291 and will be open to the public through Monday, November 14th before the vehicles make their way to the LA Auto Show.