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

A visual study of how one vehicle became a mirror of culture, craft, and imagination.

Featured in the new 2026 Gestalten publication LAND is our collaboration with Tokyo based artist and cultural icon Nicolas Yuthanan. As a part of our ongoing collaboration, we created a deck of cards for his exhibition titled "The Road To Art: Culture Without Borders". Discover Edition

"The Road To Art: Culture Without Borders"

Pakistani truck art is a vibrant and decorative art form found on trucks all across Pakistan. This art movement emerged in the 20th century and is known for its bright colors and designs, greatly influenced by traditional crafts, geometrical patterns, floral motifs, and cultural references. Each vehicle is hand-painted by skilled artisans, transforming everyday vehicles into moving canvases, making each piece a unique form of folk art that celebrates the local heritage and their rich craftsmanship.

Each card displays a truck from the exhibition, creating a cohesive overview of the collection spread out across the deck.

August 2026