Zell am See, Austria
Porsche F.A.T. Ice Races
Role
Strategic Spatial Design, Storytelling & Visual Merchandising
Scope of Work
Multidimensional Concept Development
Strategic Spatial Design
Thematic Visual Merchandising
Curation of Bespoke Props & Brand Assets
Artistic Direction & Local Talent Sourcing
On-site Production & Floral Styling
Venue
FAT Ice Race
Attendees
1000 guests+
The Zell am See Edit
We turned an industrial hangar in Zell am See into a full Porsche world - a series of themed environments, each built around a different watch collection and a different chapter of the brand's story. Think alpine mountaineering, aviation history, a Ferdinand Porsche hotel-room moment, and a Sean Wotherspoon-curated vintage archive, all under one (very large) roof. Berlin artists brought the handmade touches that kept it from feeling like a brand activation and more like somewhere you actually wanted to linger.
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Figure 01
We tracked down a pair of vintage '80s skis, strapped them to the Porsche 959, and put the whole thing in front of a giant dressing mirror. The reflection did the rest.
Figure 02
Porsche memorabilia alongside hand-thrown ceramics from Moio Studio and Noki Ceramics - a nod to the Berlin makers who helped make the whole thing feel alive.
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Figure 01
Glass, sand, and desert flora transformed a vintage apothecary into a sculptural watch landscape for the Chronograph G911 Dakar.
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At every display, Kristina Wedel’s custom-designed panels translated the watches’ engineering credentials into a refined graphic layer that unified the installations.
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Figure 01
Original vintage snowshoes became quiet relics of alpine exploration - a material gesture anchoring the ice-trekking narrative.
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To evoke extreme alpine conditions, we staged the Chronograph 1 – GP 2023 Edition among Zarges crates, fractured “ice,” and mountaineering props.
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Figure 01
Open suitcases, stacked sketches, a suit half-unpacked — we built out Ferdinand Porsche's early years as a frozen hotel-room moment, like he'd just stepped out.
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The Chronograph 1 All Black Numbered Edition, tucked among books and vintage glasses. It looked like it had always been there.
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Credits
Curated Vintage Archive | Sean Wotherspoon
Ceramics | Moïo Studio, Noki Ceramics
Signage Design | Kristina Wedel
Photography | Giulia Maretti Studio
Lead Agency | Amsterdam Berlin
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