Land Rover Lion Luey Roars into Safari Northampton

Land Rover and Born Free Foundation are once again collaborating together in the name of art, this time for 'Go Safari Northampton' - a UK-based public arts event that will see a plethora of safari wildlife sculptures prowling along the streets of Northampton.

This glorious parade of life-sized animal sculptures will be trumpeting their way around town and will have a very special guest to join them - Luey the Lion, created by the award-winning Land Rover Design team based in Gaydon, Warwickshire.

This large-scale public arts exhibition will benefit three charities, one of which includes Land Rover's Global Conservation Partner, the Born Free Foundation (BFF), as all the animals get auctioned off in Sept 2012.

The event was launched on Saturday 30 June at the Northampton Guildhall and from now to Sept 2012, Northampton will be home to some unusual visitors including lions, giraffes, hippos, gorillas, rhinos and elephants.

Public art exhibitions are trending fast around the world - sponsored by brands, businesses and individuals. There are a total of 28 large fibre-glass sculptures on display at a variety of venues including the Grosvenor Shopping Centre where Luey the Lion will be on show for the 10-week duration, ending with a grand auction in September 2012. Visitors can follow a special trail using a special map detailing the locations of all the lions.

Mark Cameron, Land Rover Global Brand Experience Director said; "We are delighted that we're able to lend our support to Born Free, our Global Conservation Partner, as well as involve our very own designers to collaborate together, in aid of Safari Northampton. Land Rover's iconic designs are recognised globally, right across the world and now Northampton will have their very own bespoke Luey the Lion on display, helping to raise funds for such an amazing and deserving cause."

Richard Woolley, Land Rover Advanced Design Studio Director said: "Our Luey the Lion sculpture is inspired by our famous 'HUE 166' - the very first Series 1 Land Rover, which is affectionately known throughout the business 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. It was a fantastic team effort and we'd thoroughly enjoyed working on Luey over the last couple of weeks."

Virginia McKenna, Founder of Born Free Foundation said; "It's absolutely fantastic to see the Land Rover collaboration for the Go Safari Northampton - Luey the Lion looks brilliant!  We have always had a long association with Land Rover; dating back to the film Born Free in the 1960's. Since 2002, Born Free has worked closely together with Land Rover - from Defender vehicles in Kenya (anti-poaching) and Ethiopia (protection of rare wolves; to Sri Lanka's Defender 130 elephant ambulance) and South Africa (lion conservation), as well as several staff vehicle support in the UK."

Go Safari Northampton aims to raise money for Born Free's work to protect and conserve wildlife in the wild. Funds will be used for vital conservation work around the world focusing upon; Gorillas, Giraffes, Hippos, Rhinos, Lions and Elephants.

The Northampton wildlife art installation is 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 thePride of Bournemouth, with BFF ambassador Martin Clunes. Most recently, 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.

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