Pronto & Personal: The Alfa Romeo Giulia "Outlaw"

Dear Marc, could it be that you have a soft spot for Spaghetti Westerns?

Not necessarily a soft spot, but I do enjoy watching them, and I'm a child of the generation around Bud Spencer and Terence Hill. It brings a bit of an Italian feel – at least for me.

So, it's no coincidence that your Alfa Romeo Giulia 1300 Super sports an Outlaw badge, is it?

The choice of the engine and a few other things were purely coincidental, yes. But I'm a designer and a creative by profession, so my car has to look beautiful and have some style. The Alfa Romeo had been on my mind for a while. In the end, it was the exact color combination of silver paint and brown leather that I was looking for. I've always been a bit of a free spirit and had my issues with conformity. I like doing what I enjoy, even if it doesn't necessarily please others. To me, that's the essence of this Outlaw style, which originally comes from Porsche 356 and 911. Of course, those are in a different price range. Italians, on the other hand, tend to have a natural inclination toward sportiness, like the yellow headlights. I add contemporary accessories, like a roof rack, install a sports suspension, optimize the air intake, or simply paint the wheels black. These are the details that make the vehicle special to me. All modifications are things I can justify to myself and the TÜV (Technical Inspection Association).

So, it's pure passion with a touch of smarts?

Yes! Otherwise, you're just beating around the bush. I'm very clear and quick in such matters. The dealer from whom I bought the car had a sign that said, "Life's too short to drive a boring car". That really resonated with me. That's why that saying is now a sticker on the car. I don't dwell on such decisions for long – it's just not my style. It's more about making impulsive decisions based on gut feeling, which plays a significant role in various aspects of my life – a combination that I find comfortable, at least for myself.

Vehicles are often seen as an expression of the driver's personality. What else does the Alfa Giulia tell us about you?

I think the entire car is very aesthetic. I've valued that all my life. I also live in a unique old industrial loft with design classics and vintage furniture. It's a bit of the "good old days" when words still meant something, and deals were sealed with a handshake. I like that – plus the aesthetic aspect. Not too much, but somewhat understated. Silver and brown, as I mentioned. I prefer to take a second look and discover beautiful things. That's also reflected in my life.

Did you modify the vehicle entirely on your own?

It was a mix. When it comes to the technical aspects, the professionals were involved. But I handle the labeling, decals, or minor changes myself. I develop the overall concept of the vehicle. Which Recaro sports seat is contemporary? How can we incorporate the original stitching? Where can I get the right leather? All these little details that create a harmonious overall picture, that's what makes it enjoyable. Of course, I do all of that myself. But for the pure upholstery work, my path naturally leads to a professional like the Weinkath company.

Over what period did all of this happen?

In just six months. After having the car for a week, the modifications began. I knew where I wanted to go, and I didn't want to drive the car as it was. In the first week, it was already lowered. So, it happened very quickly.

Aside from vehicles like the Alfa, there must be other facets of your life. What do they look like?

It's certainly true that I've never cared about what others say – whether they like it or not. For example, I do receive hate comments about the car now and then. But it doesn't bother me at all. And this approach extends to other aspects of my life, whether it's clothing or my long hair. I do my own thing, sometimes 10% outside the "normal" conventions.

That's why you also do your own thing professionally: Tell us more about your agency, 12ender.

12ender is an agency that develops or further develops brands. It could be a startup, or it could involve launching a product. It's more than just saying, "Oh, we need some packaging, and 12ender will make it look nice." It's about many little pieces of the puzzle, like the name, the design concept, the target audience, suitable distribution channels, and pricing, all of which need to fit together in the end. There's a theoretical part, consultancy, development, and the final execution. Design, particularly packaging design, has become our core expertise.

Why is it important to make clear statements, like the sticker on your Alfa, but also with respect to brands and packaging that you design?

I believe that all or at least many customers simply want to be guided and have a sense of direction. I see it as my duty to do this uncompromisingly, or at least try. Either do the job right or don't do it at all. Once you've internalized clarity, you know where you want to go, and you can pursue things with determination. That's why clarity and a clear message are always important.

Last but not least: If you had to design packaging for your Giulia, what would it look like?

(Laughs) I would decline that job. In good weather, the Giulia belongs on the road, and in bad weather, it goes into the garage. There's simply no reason to wrap it or enhance it with packaging – it's already beautiful enough.