Land Rover Defender’s first global urban camp officially opened at the Shanghai Star Art Museum under the theme "New Adventure, Unstoppable Defender". Bringing the Defender’s rugged off-road spirit to a riverside art venue, the project redefines adventure: exploration doesn’t require a trip to the wilderness, as the city itself can be a playground. Brand spokesperson Dilraba Dilmurat attended the launch ceremony, joining hundreds of guests, media members and car owners to witness the debut of this new brand initiative.

At its core, this is Land Rover’s brand adjustment to shifting user scenarios. Today, most buyers of rugged SUVs spend the vast majority of their time driving in cities, with pure off-road use making up only a small fraction of their driving. The urban camp integrates the Defender’s tough spirit with urban trend culture, creating a gathering space for urban owners and enthusiasts to attract younger, new-generation consumers and bring hard-core off-road culture into daily life.