Page 54 - The Book For Men Spring/Summer 2024

E ARLIER THIS YEAR, HIGH IN THE BRITISH COLUMBIAN WILDERNESS, unrivalled levels of hands-on experience and expertise have seen every
the faint sounds of clinking glasses, soft music, and good conversation could be heard drifting across the mountainscape. These whispers and echoes came from Range Rover House, the first of the carmaker’s celebrated global retreats to touch down in Canada, and a beacon of lavish luxury amidst the towering peaks of the Garibaldi Ranges.
This most recent Range Rover House was staged at the newly completed Wedge Mountain Lodge, and the invite-only event immersed guests in the brand’s ethos by providing a selection of exclusive experiences, opulent hospitality, and unique cultural insights. Among its plentiful offerings was a meditative sound bath, a guided fragrance workshop by Jo Malone and style master
classes overseen by the fashion experts of Harry Rosen. Guests were invited to discover Bvlgari’s latest collections of jewellery and watches, and also sample spirits from Glenfiddich, Patrón, and The Balvenie. There were even fine wines from Checkmate, Oculus, and Martin’s Lane on offer.
A series of intimate fireside chats were programmed for attendees during the course of the residency, with interviewees including former Alpine Ski World Cup champion Lindsey Vonn, and seasoned wealth advisor Chris Dewdney. Off-site, guests were invited to explore the Squamish Lil’wat Cultural Centre and the Audain Art Museum, local institutions to which Jaguar Land Rover Canada made donations.
And, of course, every attendee was also offered the chance to drive the latest Range Rover models both on- and off-road, and to commission their own bespoke build in the brand’s on-site commissioning suite. These
single Range Rover House, wherever it has popped up in the world, become a hot ticket for enthusiasts.
To date, more than a dozen of these “sanctuaries” (as the carmaker describes them) have appeared around the globe. From a private residence overlooking Sydney Harbour and an Alpine retreat at the foot of Mont Blanc in Courmayeur, to Houses in the French Riviera’s Cap D’Antibes, and the heart of London’s Mayfair, there’s no guessing where in the world the next iteration of Range Rover’s retreat series will land. Occasionally, they coincide with cultural events or key moments in the annual car industry calendar, such as the Pebble Beach Concours d’Elegance, but sometimes they spring up out of nowhere — and this spontaneity only adds to their sense of mystery and exclusivity.
“Brand experiences such as Range Rover House are a way to reward our most loyal clients with an exclusive and luxurious event,” explains Taylor Hoel, director of marketing for Range Rover Canada. “But, equally as important, they provide a platform for brand storytelling that extends far beyond those who are lucky enough to attend in person.”
“We take each brand experience we host as an opportunity to capture many different stories,” Hoel adds, “from vehicle design and bespoke services, to off-road drive experiences in incredible locales.”
Among the many highlights of each Range Rover House is the unveiling of a strictly limited-edition vehicle created to showcase the capabilities of the marque’s SV Bespoke craftspeople. In Whistler, this was the Range Rover SV Arete Edition. Limited to just eight examples, the model was
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