A POCKET BOOK FOR PORSCHE’S EXHIBITION IN BANGKOK NARRATES THE PRINCIPLES AND PHILOSOPHY OF ITS DESIGN LINKING ITS AUTOMOTIVE ARTISTRY WITH ITS OTHER BRANDED CREATIONS
TEXT: PANYAPORN SANPRADIT
PHOTO: KETSIREE WONGWAN
(For Thai, press here)
Porsche: A Design Manifesto
Concept / Art direction / Design by Stefan Bogner
Text by Jan Baedeker
165 x 230 mm
250 pages
2024
‘In the same way as humans, a good design possesses a soul— that essence which renders it truly exceptional.’
This pocket book serves as the catalog for Porsche: A Design Manifesto, an exhibition held at Curvistan, a newly unveiled pop-up showroom in the vibrant Thonglor district of Bangkok. Clearly, this is a narrative crafted for the ardent Porsche enthusiast. Yet for those who aren’t already among the enthusiasts, it presents an inviting gateway to acquaint oneself with this globally cherished German luxury automaker. Curated and brought to life by Stefan Bogner—a photographer and the creative director of Curves, a German magazine that chronicles journeys of driving and automotive exploration—the publication is penned by Jan Baedeker. Bogner and Baedeker are seasoned collaborators, having previously joined forces on numerous projects for Porsche.
In the latest Bangkok exhibition, the principles of design and philosophy take center stage, weaving what links Porsche’s automotive artistry with its other branded creations—from watches and sunglasses to architectural endeavors. These displays, featuring cars and products crafted by Porsche’s design team, are presented in new formats. Many of the pieces are prototypes, serving as tangible visions that bridge the brand’s storied past with its dynamic present and aspirational future. Bogner and Baedeker delve deep into the quintessence of Porsche’s design language, embarking on thorough research and engaging dialogues with the brand’s leading thinkers and chief design strategists. Their intellectual expedition culminates in a Design Manifesto—Porsche’s declarative ethos—encapsulating 11 core tenets: soul, precision, simplicity, clear purpose, emotion, joyfulness, sustainability, innovation, unity, intelligence, and an intrinsic German essence.
The second half of this volume unfolds over a hundred images that narrate Porsche’s story and products from a myriad of perspectives, spanning the years 1955 to 2024. Among these are rarely-seen photographs from Porsche’s archives and contemporary shots captured by Bogner himself. The book’s entire production is made in Europe—from the team behind it to the printing, which was completed in Germany this very year.
This work strives to unveil the meticulous design ethos of one of the world’s most renowned automobile brands, offering insights into design principles that propel innovation while preserving the heritage. Across its diverse products, Porsche has artfully balanced tradition with modernity, blending technical precision with a pursuit of beauty, making their designs instantly recognizable. It’s not merely about crafting beautiful cars; it’s about creating unique experiences for drivers and brand aficionados alike.
Porsche: A Design Manifesto is superbly executed. Though it serves as an exhibition catalog, it stands on its own as a potent instrument of brand communication, embodying and reflecting Porsche’s design philosophy. It’s an exhibition piece worthy of collecting, whether you’re a devoted Porsche fan or simply someone who appreciates good design.