California, Porsche and the creative director Frank Rocholl

Mr. Rocholl, after all these years as a creative professional, what have you learned about design?

When design is produced by informed creatives working to the highest standards, it has the power to create new, attractive worlds with pinpoint accuracy. The trick is to avoid clichés. Unfortunately, we see a lot of repetition these days.

You are the editor, curator and author of Under the Sun. What is the book about?

The book gives readers a chance to immerse themselves in the American West and its promise of adventure from behind the wheel of a 911: endless landscapes, mid-century architecture, 24-hour diners, the surf scene and the world of Porsche customization. It evokes a sense of freedom and self-determination. You can sum it up in a simple formula: dream Porsche, dream woman, dream bungalow.

How did you come up with the idea?

That was about two years ago in a typical coffee shop situation in Silver Lake, Los Angeles. A red, completely sun-bleached 1970s Targa was parked outside the café. The seats were held together with duct tape and a peace sign sticker adorned the rear. Suddenly, a Margot Robbie-esque beauty wearing large sunglasses emerged from a neighboring house, jumped into the car and drove off. For me, that moment perfectly embodied California’s sexy, easy-living lifestyle.

Why are Porsche and California such a good match?

I think Hollywood has a lot to do with it. In the movies, 911s are often driven by cool mavericks or brooding loners, from Hank Moody in Californication to Steve McQueen in Le Mans. And by women too, of course, most recently Jennifer Connelly in the final scene of Top Gun: Maverick. The unmistakable silhouette and legendary aura of the old 911s have something inherently inviting, unpretentious and extremely individual about them. A Jaguar E-Type or an old Mercedes just don’t have that same vibe. A lot of creatives drive 911s as well, so there’s just so much more good image material available than for other brands.

How would you describe the Porsche way of life?

The slogan “Driven by Dreams” pretty much sums it up. We have all experienced that one moment when a dream is born in our heads. In my case, I was standing at a gas station. (...)

→ Read the entire interview in rampstyle #34
"On Any Sunday".