Brussels Motor Show 2020
It all started with an idea. An idea for electrified performance cars that combine innovation and expertise in one, obsessively designed, package. This idea then grew and grew, from a series of sketches to actual cars. Cars that will be delivered to customers this year.
This was the defining aspect of Polestar's first appearance at the 98th Brussels Motor Show, held in Brussels (where else) from January 10th to 19th, 2020. This wasn't an auto show appearance to tease the public with a glimpse of what's to come. This was a chance for potential customers to see both the Polestar 1 and the Polestar 2 up close, with the expectation that it would be in their driveways and turning their neighbors' heads within a few months.
The Brussels Motor Show has been held annually since 1902 (with some interruptions), cars and motorcycles in focus during even-numbered years and commercial vehicles taking the spotlight in odd-numbered years. This year's iteration took place in the 100,000 m2 (1,076,391 ft2) Brussels Expo. With attendance at well over the half-a-million mark, a huge venue was required.
We exhibited in two different spots: our own event stand in Hall 6, and the Polestar 1 in the Dream Cars section of the show. Our stand featured a Void Polestar 2 and a Matte Snow Polestar 1, backed by our signature façade (rendered in white this time). Behind the façade was an enclosed area containing our atelier tables, display screens and a Thunder Polestar 2.
The entire stand was minimalist. Polestar through and through. We have a reputation to uphold, after all.
The Dream Cars exhibition was another thing entirely. Reserved for premium models and supercars, Dream Cars is an exclusive showroom decorated according to specific themes. 2020's theme was "Spring and Rebirth," and if James Cameron's Avatar featured an auto showroom, it would've looked like this. The spaces between the wooden event stands were filled with "flourishing verdant nature" (their words), which served to highlight the avant-garde design of the Matte Magnesium Polestar 1 in its midst.
And the visitors came in droves. Both the event stand and the Dream Cars showroom were full of people eager to see the cars, speak to product specialists, and hear the keynote speeches of Polestar COO Jonathan Goodman and Polestar 2 Product Manager Beatrice Simonsson. Sales figures for the Polestar 2 were into double digits by lunchtime of the first day. Our first Brussels Motor Show appearance was a success. It showed that as our idea for electrified performance cars has grown, so too has the number of people who wanted to buy into that idea and take a piece of it home with them.
And now they can.
Polestar at the Met Gala
Few things occupy the space where design, art, and innovation meet as naturally as fashion. The runway is a known environment for true experimentation, showcasing new techniques, materials, and design philosophies to audiences eager to see what’s next and what’s still in the realm of fantasy. The Met Gala, colloquially known as “fashion’s big night out”, is where the who’s who of this world congregate. And to meet up at this meeting of minds, participants took another thing that’s perfectly at home in the middle of the Venn diagram of design, art, and innovation: Polestar 2.
Global soundscapes with Lisa Nordström
The Polestar universe is one of precision. Materials, colors, sizes, angles, they're all given what some might consider an obsessive amount of attention. This is done, in part, because we often use more than one sense when experiencing things. It's true of the products. It's true of the brand. And it's true of the Spaces.
2's Day with Polestar 2
2's Day. Tuesday, February 22nd, 2022. Or, more satisfyingly: 02/22/22. Given that it will take another 200 years for the next occurrence of this type (and it looks like February 22nd, 2222 will actually fall on a Friday), we figured there was no better time to look at our own number 2.