  The Luminous Blue Variable (LBV) R71 is currently undergoing an eruption,
which differs photometrically and spectroscopically from its last outburst in
the 1970s. Valuable information on the physics of LBV eruptions can be gained
by analyzing the spectral evolution during this eruption and by comparing R71's
present appearance to its previous outburst and its quiescent state. Here we
present the first spectra of an ongoing monitoring program with VLT/X-shooter
and compare them to archival VLT/UVES and MPG/ESO-2.2m/FEROS spectra from
2002-2011. The discussed data include pre-eruption spectra in 2002 and 2005, a
spectrum of the transitionary phase between quiescent and eruptive state in
2007, and spectra of the eruption in 2011-2012. The 2011-2012 spectra are
dominated by strong neutral and singly ionized metal absorption lines likely
formed in a large "pseudo-photosphere." We find an unusually low apparent
temperature of R71 of only ~6650 K; the star resembles a late F supergiant.
R71's visual lightcurve had a maximum in 2012 with mV ~ 8.7 mag. Given the
uncertainty in the extinction towards R71, this corresponds to a bolometric
luminosity of -9.8 mag to -10.3 mag. R71's 2011-2012 spectra do not show H I
and Fe II P Cyg profiles, which were present during its last outburst in the
1970s and which are normally observed during LBV outbursts. The rise in R71's
visual magnitude and the low apparent temperature of its pseudo-photosphere
during the current eruption are unprecedented for this star. R71 most likely
increased its bolometric luminosity by 0.4-1.3 mag compared to its quiescent
state. The very low temperature of its pseudo-photosphere implies a very
high-mass loss rate, a factor of 1000 higher than during the quiescence state.
No fast-moving material indicative of an explosion is observed (abridged).
