How does Land Rover celebrate 70 years of all-terrain adventures and global expeditions? Make a man walk in the French Alps. And no, no Land Rover broke down this time.

Instead, it’s about having renowned snow artist Simon Beck recreate the first sketch for the original Land Rover. This time though, it’s not being done in the sand of Red Wharf Bay as Maurice Wilks first did, but on the side of a mountain. Oh, and the snow art stretches over 250 meters.


Simon Beck, who specializes in creating geometric outlines on foot, braved sub-zero temperatures to create the Defender outline 2,700 meters up at La Plagne in the French Alps. It took 20,894 steps and 16.5 kilometers to produce the high-altitude art.

“Making my snow art requires endurance, accuracy and strength – all attributes shared with the Defender. Its iconic shape is so simple and recognized across the world; this must be the most recognizable piece of art I’ve ever made,” said Beck.


“Land Rover is an iconic brand around the world and the outline of the Defender is instantly recognizable. To reach the landmark of 70 years is truly special and we will mark it with a year of celebrations that represents Land Rover's ‘Above and Beyond’ spirit and honors the people behind the world’s favorite SUVs,” said Prof. Dr. Ralf Speth, Jaguar Land Rover CEO.