Words with... / Maximilian Missoni, Sweden
Celebrating technology
Gothenburg-based electric car maker Polestar is known for combining Scandinavian minimalism with smart stylings associated with high-end vehicles. Leading the charge on the design front for the Swedish firm is Maximilian Missoni (pictured); as head of design, he has overseen the recent release of the brand’s first SUV, the Polestar 3. We caught up with Missoni on ‘Monocle On Design’ to discuss the new car, the cultural impact of the automobile and how symbols of luxury have shifted over time.
With moving and static components, cars are incredibly complicated products to design. How do you approach this complexity in your work?
Cars are the most complex consumer product because, unlike planes or large vessels, they are mass-manufactured. People sometimes wonder why it takes so long for a car to end up in production – four years or longer. The reason is that we not only develop a car but also engineer the manufacturing, including the production line at the factory and the robots that will assemble the parts. It is fascinating to have the power to influence that and to create desirable products that are a result of this process. Beyond the complexity of the product, there is a cultural impact that cars have: they are omnipresent in cities. In that respect, cars can have a much larger impact on cities than architecture can ever have.
Where do you draw inspiration from?
If you start a new car brand – which we had the privilege to do in 2017 – you must ask yourself, which way do you want to go? Do you want to remind people about the paradigms of the past or do you look at where we stand now as a society and address new problems? We have chosen the second path.
With this in mind, how are you breaking those paradigms?
In the past, the lifestyle symbols of a luxurious car were chrome, wood and leather. We have abandoned these features and instead we are using technology as inspiration for our designers and using technology as an element of luxury. For example, we include the technical elements in our design work and show them off. You can see our cameras and radars, our heating systems – we’re not trying to hide them away because that threshold has passed. We’re now at the point where it is time to celebrate technology.
For more from Maximilian Missoni and Polestar, tune into ‘Monocle On Design’.