Page 55 - The Book For Men Spring/Summer 2024

“inspired by the natural richness of the iconic Canadian mountain range, and the tranquil and undisturbed alpine atmosphere.”
In mountaineering terms, an “arête” is a geological phenomenon, formed when two eroding glaciers leave parallel valleys in their wakes. The tall, sharp ridge of rock that separates these valleys is called the arête — a name also shared by the Greek goddess of virtue. Over the years, the word has evolved in meaning and significance, but it almost always refers to, in one form or another, the concept of excellence.
Under the Arete Edition’s dazzling “special effect” gloss blue paintwork, formulated specially by SV Bespoke, is a mighty 606 horsepower twin-turbo V8 that promises to make molehills out of any mountain climb. Swing open the long-wheelbase SUV’s doors, and you’ll discover the brand’s opulent SV Signature Suite cabin, with first-class seating for four. A triangular motif, embroidered on the seats and inlaid into the natural dark Wenge wood veneer, echoes the “A” of Arete, but also calls to mind the towering snow-capped peaks of Whistler. Interior surfaces are finished in “Liberty Blue” leather, with ebony textile accents supplied by famed Danish textile firm Kvadrat. An electrically deployable Club Table completes the cabin, perfectly paired with an integrated fridge and mosaic metal inlay detailing.
And, to top everything off, the Arete Edition comes with a set of handcrafted skis and a snowboard from Prior, a local brand beloved in Whistler. So it’s perhaps no surprise that the car has proved popular. “Client demand for the Range Rover SV Arete Edition was incredibly strong,” says Hoel. “Our waitlist far exceeds supply for the eight examples that will be produced.”
Coupled with the reveal of an exclusive model, it’s easy to see why experiences such as Range Rover House are becoming increasingly important — and not just for luxury car brands, but for luxury brands across all categories.
“Our clients are seeking more intimate, memorable experiences, which offer an emotional connection beyond a traditional car showroom,” says Geraldine Ingham, global managing director for Range Rover. “As such, Range Rover House will continue to expand its reach across the globe, as we widen our offering with reservations opening for our fully electric Range Rover later this year.”
It’s a smart move from a smart brand. Because, though nice things are nice to have, it’s no secret that people with disposable income are increasingly looking for something more. Experiences now transcend products for many, complementing and adding value to brands, and building stronger relationships with clients. It’s hardly surprising that consumer research proves people value experiences over things. Can you remember highlights from all your best trips and vacations? Of course. But can you remember the biggest-ticket item you bought in 2005, or 2017? Probably not.
Range Rover, thankfully, appears to understand this hunger for unique experiences more so than many of its peers. Perhaps this is because the marque’s vehicles have always been vessels for adventure and memory-making. These cars sit at the pinnacle of the SUV sector and, just as they take you places other vehicles simply can’t reach, so to does Range Rover House deliver an experience like no other.
As for where the next House will spring up, your guess is as good as ours.
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