Porsche Design is the embodiment of luxury, austerity, and technical sophistication. Constantly guided by innovation, Porsche creations are in perfect harmony with their function. Journey into the core DNA of this iconic German brand.
Juergen Gessler, CEO of Porsche Design Group straightaway makes the distinction: “Let’s be clear, Porsche Design is neither related to Porsche nor to Porsche vehicles.” When in 1972 Professor Ferdinand Alexander Porsche imagined Porsche Design, a luxury brand differentiated through inspiring technical product innovation, aesthetic and practical design were already inseparable. “When you analyze the function of an object, its form often becomes obvious.” This belief was to become the defining statement and watchword for Porsche Design. What is Porsche Design? Timeless products wedding functionality to austere form, characterized by technical innovation. The first product, the all black Chronograph I, revolutionized the field of watch making. This was followed by: watches, sunglasses, luggage, fashion and sportswear collections, electronic products, as well as a line of cologne for men. These products adhere without exception to a guiding principle: they must be characterized by a simple technical design inspiration, and informed by innovation.
A GLOBAL VISION
All products are conceived at the Porsche Design Studio, based in Zell am See, Austria, today universally recognized as one of the top design houses in the world. The couture collection is designed in Berlin by creative director Thomas Steinbrueck, who worked at fashion house, Elie Saab.
To better serve the needs of its elite clientele, Porsche Design has opened a prestigious (345 square meter) store on Brompton Road, one of the most beautiful London shopping venues, and a source of great pride for the company. “The opening of luxury boutiques is strategic. The concept and philosophy of a brand must be in perfect alignment with the values and attitudes of its clientele, so they feel comfortable purchasing in this universe,” adds this visionary businessman.
DARLING OF CELEBRITIES
A luxury brand never comes without an ‘it bag’, the darling object of Hollywood stars. Notice to fashionistas: to ‘make it’ with Porsche Design, you have to sport the TwinBag, an all new bag made from a single piece of calf leather, carefully hand-stitched in a complex production process, and enhanced with sublime Italian artisanal detailing. A little masterpiece carried notably by Uma Thurman, Julianne Moore, and Katie Holmes. What makes it so unique? Functionality, of course! Thanks to its adjustable handles, the TwinBag can be worn as a hand- or shoulder bag. A modern and sporty accessory that instantly transforms into a stylish handbag for the evening.
A STEP INTO REAL ESTATE
The brand has also just launched the Porsche Design Tower Miami, a high-rise housing project of 132 residences that is attracting millionaires to the beachfront. The luxury apartments range in price from 4.2 to 32 million dollars. “This project is the first foray of Porsche Design into residential real estate, and is most certainly an important step for our brand,” says Juergen Gessler. The official opening of the 60-floor tower took place on April 19, 2013. Guests included the cream of Miami and future tower residents, in addition to many VIP clients. A notable success! “We’re really looking forward to the development of future Porsche Design Towers around the world with a view of redefining the world of luxury.” In 2013, the Porsche Design Group opened 50 new Porsche Design point of sale outlets, pushing the number of stores on the planet to 152. “As a German brand, our goal is to become a world leader in luxury design and practices over the next 10 years,” says the CEO. An ambitious goal!
All Porsche Design products are distributed in its own stores, in shop-in-shop boutiques, prominent department stores, and in luxury and exclusive specialty stores.
By Judith Ritchie