Unveiled: Automotive, culture, and fashion at the globe's most stylish ice racing venue
Polestar, the electric performance car brand, is making waves in the world of motorsport and beyond. The company's Electric Garage, a hub for experiencing electric mobility, recently brought its unique blend of high-tech innovation and racing culture to several exciting events.
At the FAT International Ice Race in the Austrian Alps, Polestar showcased its Arctic Circle collection. This one-of-a-kind display featured specialized ice racing tyres and distinctive white and yellow coats on unique show cars. The centerpiece of the Electric Garage was an elevated Polestar 5, set to become Polestar's most powerful car and available to customers later this year.
The main action of the event was trackside, where vehicles with spiked wheels raced on ice. Polestar's presence added an extra layer of excitement, with renowned racing driver Thed Bjork and Swedish ambassador Sarah Sjöström participating in the race. Bjork shared his history with Polestar and Cyan Racing, while Sjöström expressed her enthusiasm for the experience.
Belgian racing driver Shana Claessens also reflected on the similarities between her driving and the experience of getting behind the wheel of a Polestar 4 at Circuit Zolder. The event featured various "blink-and-you'll-miss-it" activities, including helicopter rides and VIP paddocks.
Polestar's Electric Garage is not just about showcasing cars, but about creating a movement and crafting thought-provoking, hands-on moments. Dan Persson, Polestar's Strategic Creative Director, explains that being at events like the FAT Ice Race, in front of a crowd that appreciates performance and driving, helps Polestar make a lasting impression.
Creating a venue for the event in the Austrian Alps was a challenging task for Polestar's architects and designers, but they found the experience inspiring. Unfortunately, the name of the architect responsible for the Electric Garage at the FAT International Ice Race remains undisclosed. For more information about the design of the Electric Garage or other Polestar event architecture, feel free to reach out!
Looking ahead, Polestar is set to bring its unique take on racing culture to the paddock during the Mille Miglia, a race and fashion parade, in 2025. This event is unlike anything anyone has ever seen, promising a truly unforgettable experience for all involved. Sergio Marques, a Polestar ambassador, found his home in Jokkmokk, reindeer and Northern Lights territory, for one weekend in late February, and we can't wait to see where Polestar takes us next.
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