MARKETING DISRUPTOR OF THE YEAR

WHY GO TO A SHOWROOM WHEN A showroom can come to you? The traditional car sales model is dead.

- EILEEN FALKENBERG-HULL, JAKE LINGEMAN

Brick-and-mortar shops have evolved to add online shopping and purchase options, meeting customers where they are. One luxury brand is taking that philosophy a step further.

Range Rover House was conceived to court well-to-do owners with a global series of invite-only luxury experiences at some of the world's top destinations. Multimillion-dollar homes perched on the edge of the Pacific Ocean, Mediterranean playgrounds for the rich and famous, a world-renowned historic English estate and the best ski resorts in the world are among the locales.

"As the proud creators of modern luxury, Range Rover House serves as a platform to provide our clients with a curated lifestyle experience which embodies the Range Rover brand. Through a global platform of over 20 events in some of the world's cultural destinations, from St. Tropez to Abu Dhabi and California, we have offered our clients a truly luxurious experience that far surpasses the traditional showroom or test drive," Geraldine Ingham, global managing director of Range Rover, told Newsweek. Only Range Rover, Range Rover Sport, Velar and Evoque SUV owners receive invitations to experience the Houses. Getting a golden ticket allows guests to experience fine food, elite hospitality, unique test drives and the ability to purchase a special edition model, which is exclusively available to attendees.

Each of the Houses is made to feel like a sanctuary. On-site massages and other wellness activations are paired with seminars by Land Rover brand ambassadors, art exhibitions and other curated experiences. Guests can also visit the Range Rover Design Suite, where they can customize a new model and order it.