When in Rovaniemi
Do as the locals do. Words of wisdom that any seasoned traveller is familiar with. They don’t just govern behavior, however. They speak to the importance of having an open mind, embracing new customs, and adapting to one’s surroundings. There are equivalents in all languages. In English, one is told that “when in Rome, do as the Romans do”. It counts for the Italian capital, just as it counts for northern Finland. Which is exactly where we headed this winter.
Rovaniemi, to be specific.
Six miles south of the Arctic circle, Rovaniemi has long been associated with two disparate figures: influential architect and designer Alvar Aalto, and celebrated gift-giver Santa Claus. And though we can appreciate the latter, it’s the former that we, as a design-led brand, wanted to acknowledge and pay homage to. Our temporary space, made to the same exacting minimalistic standards as everything else Polestar, fits right in with Aalto’s Modernist creations that dot downtown Rovaniemi. And it’s this same minimalism that enabled us to build our space out of a material that’s in abundance in the Lapland capital. Something that’s integral to the town’s identity as the official hometown of Santa Claus.
Clean, sustainable, circular, and part of our colour palette, snow was the ideal material with which to create our temporary space. Harvested nearby, assembled locally, and brought to the site in electric trucks, the snow and ice will return to the system from whence they came once the temporary space is finished, finding use on the slopes of nearby Ounasvaara.
The temporary space itself served as an extension of the Polestar brand in the far north, featuring test drives on a nearby track and components, already a hallmark of any Polestar space, realised in ice.
When in Rovaniemi, do as the Rovaniemians do. Be minimalistic. Be conscious of the delicate environment you’re surrounded by. And use snow.
Beyond the Road: Hannah Catmur
Welcome to Polestar Beyond the Road. In this new content series, we will be meeting with Polestar owners from around the world and explore their story. First up, is tech afficionado Hannah Catmur. From pitching apps to Tim Cook to travelling through the South American jungles, her story is one worth telling.
Is Quiet Luxury the next big thing in mobility?
You may have seen it on your TV screens recently. Your favourite fashion influencer has probably enthused about it on TikTok. Or maybe you've read one of the countless editorials that litter the lifestyle pages of glossy magazines. Unknowingly or not, the latest trend taking over the fashion industry has almost certainly touched your life. But dig a little deeper and you start to discover two things. Firstly, this trend isn't just limited to the fashion world. And secondly, it's not really a trend at all. Welcome to the wonderfully rarefied world of quiet luxury.
Checking the pulse: Goodwood Festival of Speed 2023
An assault on the senses. Roaring engines from every conceivable angle. Thirty years since its inception, the Goodwood Festival of Speed is still the jewel in the crown of motor events. We were there for our 5th consecutive year, showing off our expanding line-up and seeing what the public thought of the future of electric mobility.