Land: From Workhorse to Cultural Object: The Land Rover as Design Icon

Few vehicles have traveled as far in the cultural imagination as the Land Rover. Once a utilitarian workhorse, it has become a revered cultural object, a symbol continually repurposed, reinterpreted, and reimagined across generations and geographies.

LAND explores this evolution through a design-led lens, tracing how the Land Rover has become a creative platform for builders, designers, collectors, and adventurers alike. Featuring projects that span bespoke restorations and conceptual reworks, the book captures a global movement reshaping the legacy of one of the world's most iconic machines.

At its core, LAND is a study in how form follows function, how nostalgia drives innovation, and how design can turn a tool into an icon of creative intent.

Jason Rubino is a creative director and co-founder of DESK, a design practice known for its thoughtful visual storytelling and deep engagement with automotive heritage and contemporary culture.