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
For the iconic I.C.E. Races, Wishbone Studio transformed an industrial hangar into a living Porsche universe. The space unfolded like a storybook, guiding guests through a Sean Wotherspoon curated vintage archive and a series of immersive environments — from alpine ice-trekking and aviation-inspired displays to a terrarium-style installation — each showcasing Porsche watch collections through a different lens.
A dedicated homage to Ferdinand Porsche connected every chapter to the brand’s origin story.
Playful, handcrafted details by Berlin artists brought charm and warmth to the raw hangar environment.
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Figure 01
Strapped with vintage ’80s skis we sourced, the Porsche 959 extended the alpine storyline of the I.C.E. Races — its reflection in a monumental dressing mirror layering retro character over racing legacy.
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Collectible Porsche memorabilia met hand-thrown ceramics from Moio Studio and Noki Ceramics - a tactile exchange between heritage objects and contemporary Berlin makers.
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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
Suitcases ajar, sketches stacked, tailoring mid-journey — this vignette reimagined Ferdinand Porsche’s early years as a paused hotel-room moment.
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Amid books and vintage glasses, the Chronograph 1 — All Black Numbered Edition rested as if it had always belonged 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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