Polestar Precept has been revealed to the world. A declaration of Polestar’s future, and a challenge to the auto industry at large, Precept is the real-life proof point that what we want to do is within the realm of possibility. It’s not just wishful thinking. It’s closer to a wish coming true. And we’re just getting started.
Location: undisclosed hangar at a discontinued military airfield
Duration: 5 days
Personnel: 7 (1 art director, 1 photographer, 1 photographer’s assistant, 2 light experts, 1 car technician, 1 producer)
Amount of people who thought they could properly operate a skylift: 3
Amount of people who could actually operate a skylift: 1
In May of 2021, Sydney’s Paramount House Hotel was the site of an unlikely assembly: a robotics engineer-turned-experimental musician, a surfboard shaper, an indigenous culture advocate, an electric performance car brand, and a host of other artists, creatives, and brands.
It’s the goal of every carmaker to get people in their cars. There are a seemingly endless number of catchphrases, taglines and mottos in the world of automotive, stretching from the cliché to the incomprehensible. But if one reads between the lines, the message is clear: this car is good. Get in it.