Some very special guests have joined the new L405 Range Rover Global Media Drive in Morocco, namely a dozen Luey the Lions created by the award-winning Land Rover Design team based in Gaydon, Warwickshire. The life-sized fibre-glass lions made appearances between the Atlas Mountains, to the Palasis Namaskar, stretching all the way from Essaouira to Marrakech.
Luey the Lions stemmed from a recent collaboration between Land Rover and the Born Free Foundation, Land Rover’s Global Conservation Partner, as part of a series of public arts wildlife exhibition.
Mark Cameron, Land Rover Global Brand Experience Director said, 'We are delighted that we're able to show our support to Born Free, our Global Conservation Partner, as well as involve our very own designers for creative collaborations. Our Luey the Lion sculpture is inspired by our famous HUE 166, the first Series One Land Rover, which is affectionately known as 'Huey'. Luey uses the same colours, graphics and textures from this icon, celebrating both our association with the Born Free Foundation and our long heritage.'
Virginia McKenna, Founder of Born Free Foundation said, 'Born Free’s heritage with Land Rover goes back to the days of Elsa, George and Joy Adamson and the film Born Free, in which I acted with my late husband Bill. Today Born Free’s association with Land Rover is stronger than ever, through our charity work for conservation and wild animal welfare around the world. I am so delighted that Luey the Lion is flying the flag for both Land Rover and Born Free on this exciting adventure.'
The public art installation exhibitions are part of a series of global events in which Land Rover has been collaborating with the Born Free Foundation. Starting in 2008, Go Elephants in Norwich and the Land Rover elephant helped Born Free to raise £100,000 and in 2010, the Land Rover Lion in Pride of Northampton helped to raise £32,500 for Born Free. In September 2011, Land Rover helped Born Free raise £75,000 in the Pride of Bournemouth, with Born Free Foundation ambassador Martin Clunes. In March 2012, Queen’s Brian May helped to launch the Pride of Cape Town along with another Land Rover Lion; the grand auction will be taking place there in May 2013. Most recently, in September 2012, the Go Safari Northampton also raised funds for Born Free’s vital conservation work to protect and conserve wildlife in the wild.
On 26th November 2012, a pair of Luey the Lions was presented to the Mayors of Marrakech and Essaouira, respectively, for the local townships as a thank you legacy gift. A pair of Luey the Lions will also permanently reside at the Palais Namaskar in Marrakech, Morocco.
Following Morocco, the remaining Luey the Lions will tour the UK, followed by global appearances around the world in 2013.