Ice Racing Extravaganza: Autos, Aesthetics, and Fashion at the Globe's Hottest Frozen Track
In the heart of the Austrian Alps, the FAT International Ice Race took place this month, attracting a diverse crowd and some unique participants. Among them was Polestar, the electric performance brand, who brought their unique take on racing culture to the paddock area of the event.
The event was a whirlwind of activities, with "blink-and-you'll-miss-it" moments such as the Flying Bulls, helicopter rides, and special VIP paddocks. But the main action was trackside, where vehicles with spiked wheels raced on ice, creating a spectacle for the onlookers.
Polestar's Electric Garage was a standout feature at the event. Housed in a structure that was far from an aircraft hangar, the Electric Garage offered high-tech racing simulators, bespoke racing helmet painting, and a futuristic look and feel. The centerpiece of the Electric Garage was an elevated Polestar 5, a four-door Grand Tourer set to become Polestar's most powerful car.
Polestar's Strategic Creative Director, Dan Persson, explained that the Electric Garage was about creating a movement and crafting thought-provoking, hands-on moments. He emphasised that Polestar was not just about cars, but about experiences and emotions.
The Polestar 5, which will be available to customers later this year, was displayed alongside Polestar's Arctic Circle collection. This collection consisted of one-of-a-kind show cars with specialized ice racing tyres and white and yellow coats.
The event saw the participation of some notable figures. Thed Bjork, one of Sweden's greatest ever racing drivers, shared his history with Polestar and Cyan Racing. Sarah Sjöström, a swimming superstar and Polestar Ambassador, also participated and expressed her enjoyment.
Sergio Marques, a Polestar driver, found home wherever his Polestar took him, with Jokkmokk, reindeer, and Northern Lights territory being one of his recent homes. Belgian racing driver Shana Claessens reflected on the experience of getting behind the wheel of a Polestar 4 at Circuit Zolder.
Creating a venue for the event in the Austrian Alps was challenging for Polestar's design team, but they found the opportunity inspiring. Polestar Architect, Dragan Pavlovic, mentioned that the task was unique and inspiring, unlike any other location they've worked on.
As the event concluded, there was a sense of anticipation for what Polestar might bring to the table next. With the Mille Miglia, a race and fashion parade, set to take place in 2025, Polestar is sure to continue making waves in the world of racing.
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