Materiality is about weight-to-strength ratios. In FS, ee use carbon fiber because it’s light and stiff. We use aluminum because it can handle the stress of the suspension. But in the world of branding, materiality is about tactile emotion.
This is one of the most exciting parts of my research. How do we translate a race car into a lifestyle brand? The contrast between the cold, sterile materials of the car and the warm, organic materials of luxury fashion and Editorial are quite fascinating. Imagine a brand book where the cover is made from a recycled carbon-weave composite, but the pages inside are a heavy, uncoated, cream-colored paper. This is also a part, where you can really get experimental, which I really enjoy.
I’ve been researching technical fabrics that have that tough feel but can be tailored into sophisticated garments or book covers. It’s about bringing the engineering into the fiber of the brand. When someone touches our stationary or wears our apparel, I want them to feel that same sense of what goes into the car itself. It’s not just a print on a page, it should be an experience that mirrors the precision of the machine.
Disclaimer: This text was refined with the support of AI. The reflections and observations are based on my personal experience of attending the event.
