After a bit of a reorganisation of the company over the winter, I wanted to put together the strongest possible identity to summarise and explain our approach to life. We are anchored in respect for the past but not limited by it. We want to have fun and enjoy our cars as well.
Last year, a conversation about the Paul Smith art car led me to a chance meeting with Roland Heiler, longstanding boss of Porsche’s ultra-exclusive and high-end design agency, Studio F.A. Porsche. We talked over a cold beer at last year’s Luftgekült and agreed to work together.
The history of the Studio is legendary to Porsche fans already: set up by Butzi Porsche (as Ferdinand Alexander, the son of Ferry, was known), soon after he had designed the 911, it was an independent business based near the family’s homes in Zell am See, Austria. The studio’s first product was the beautiful and ground-breaking Porsche Design Chronograph 1.
Roland and I met earlier this year and discussed Sports Purpose. We talked about approaches to life and what, for each of us, Porsche meant. For me, it is egalitarian, truly excellent in design and development, and made to be used.
