Will there be a creative director?
At Porsche, we are and always will be one family – and that holds true for our design team as well. Michael Mauer, Porsche AG’s chief designer, has an international team of automotive design experts around him that he can rely on. Meanwhile, Studio F. A. Porsche, led by Roland Heiler – to be succeeded by Carsten Monnerjan in March – gathers together all the lifestyle and industrial design experts within the company. What is new is that we have further intensified our collaboration by organizing all creative processes in an agile manner. Across both brands, we can draw on the creative design power of more than ten studios around the world. From Weissach to Zell am See, from Berlin to Palo Alto and Shanghai, we’re networked globally. Our motto for the future: “One brand. One design. One lifestyle experience.” My mission is to focus even more attention on the Porsche Lifestyle products and intensify that experience.
Looking at the current catalog, the brand stores, or the competition, what exactly defines the Porsche brand?
This is probably best explained using the brand and product identity that Michael Mauer and his team have defined for Porsche. Put simply, the design elements that define brand identity let us know that it is a Porsche. The differentiation of the models defines the product identity. Working together, we have also defined certain design principles that can be applied to many different areas. As we intensify our collaboration with Carsten Monnerjan and his team, we will also adopt this strategic orientation even more consistently for Porsche’s design products.