Materials and colours have often been an afterthought.
And now with sustainability so high on our focus,
we are starting to design around materials from scratch.
We are starting to design inside out.
I think at Design we have the freedom to create our own briefs.
We don't necessarily work with consumer profiles
in terms of what the demographic or the age group of a customer would be.
It's more people who want to buy into our philosophy.
And I think the most interesting part of our creative process
is when we start to put together these themes.
In Polestar 3 we offer four distinct themes.
That's really the base of our creative process.
It's where we start.
It doesn't always have to sync.
It's about translating our thoughts into a material board.
We use the different materials as the basis,
which is quite a paradigm shift from
how it has traditionally been done in the automotive industry.