Journal 15
The Salone Internazionale del Mobile di Milano, also known as Milan Design Week, is the greatest design summit in the world: a meeting of minds in which the most forward-thinking and audacious designs are showcased. A natural place for a progressive brand to be.
Public days: April 9–14, 2019
Address:
Opificio 31, Tortona District Opening
Hours:
10 am to 9 pm CET
#polestarintothelight
Milan Design Week
And progression is a key ingredient in the Polestar philosophy. It's one of the three pillars upon which Polestar stands. It's the force that drives us, that sends us down new paths, always experimenting, never resting. We keep one eye pointed inwards, relentlessly self-improving. We cast the other beyond the boundaries of our industry, seeking out collaborators and kindred spirits with whom we can explore new areas, try new approaches and implement new ideas.
Our ongoing progression is firmly grounded in the world of design. It's part of our DNA, a fundamental aspect of our nature. Design is where Polestar was born, design is where Polestar lives.
And Milan is where design's brightest minds are headed. We headed there too, and instead of bringing along our cars, we brought along some installations we'd developed with some like-minded collaborators (such as Teenage Engineering), expressing themes that are central to the Polestar philosophy.
Consisting of two installations, "Into the Light" (as the exhibition was called) was our way of encapsulating the thrill of electric driving and the optimism of the electrified future of mobility. A fuel station, rendered in pure white, was what first greeted visitors to the Polestar exhibition. Designed to speak to mobility's past, while encouraging discussion about its future, the fuel station stood out like a monochrome exclamation mark amongst the other installations in Tortona.
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Upon entering, visitors could witness and interact with the slot car track: constructed so that the controls for the cars also controlled different instruments in the background music, as well as the lights positioned above each corner of the table. Hit the accelerator for the slot car, add an instrument to the music (or shift the pitch), start a mini light show. It embodied the enjoyment of electric mobility, while facilitating the enjoyment of the installation itself.
And the buzz was palpable. Polestar's first foray into Milan Design Week was a huge success, proof that our dedication to progression made us a natural fit. See above for the video, and click on the following to see what both designboom and Wallpaper had to say.
Design-oriented brands of all types make appearances in Milan. This year, Polestar was among them.
