World's Most Chic Ice Race: Showcasing Cars, Fashion, and a Thriving Culture
The FAT International Ice Race in the Austrian Alps this month provided an exciting opportunity for Polestar to make a splash. The Swedish electric performance brand showcased its unique racing culture and unveiled the Arctic Circle collection, leaving a lasting impression on attendees.
Polestar's Arctic Circle collection, a group of one-of-a-kind show cars, was on display at the race. These vehicles, adorned in distinctive white and yellow coats, were equipped with specialized ice racing tyres, making them perfect for the icy terrain. The collection's centerpiece was an elevated Polestar 5, a four-door Grand Tourer that is set to become Polestar's most powerful car.
The Polestar 5 will be available to customers later this year, and its presence at the race offered a sneak peek of what's to come. The brand also brought high-tech racing simulators, bespoke racing helmet painting, and a futuristic look and feel to the Electric Garage, a hub for experiencing electric mobility.
Creating a venue for the race in the Austrian Alps was a challenge, as Polestar's showrooms are known for their visual beauty. However, Polestar Architect, Dragan Pavlovic, described the frozen airfield in the middle of the Alps as a unique opportunity and a challenging task.
Polestar's presence at the race was not just about showcasing cars. Dan Persson, Polestar's Strategic Creative Director, stated that the Electric Garage is not just about showcasing cars, but creating a movement. This was evident in the thought-provoking, hands-on moments that made Polestar stick in people's minds.
Sarah Sjöström, a swimming superstar and Polestar Ambassador, participated in a hot lap with Thed Bjork, one of Sweden's greatest ever racing drivers and a former Cyan Racing driver. Sergio Marques, another Polestar Ambassador, found his temporary home in Jokkmokk, reindeer and Northern Lights territory, for one weekend in late February.
The FAT International Ice Race is unlike any other race, offering a blend of high-speed racing and fashion. The Mille Miglia, a race and fashion parade, is a testament to this unique combination. Polestar brought this same spirit to the paddock of the FAT International Ice Race, making for an unforgettable weekend in the Austrian Alps.
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