‘Perfection and precision’ to inform Porsche Design’s strategy in 50th year

By Charlotte Turner |

Lifestyle brand Porsche Design says its focus on ‘perfection and precision’ will help to spearhead its plans for 2022, as the company announces new concepts which combine ‘unique designs and maximum functionality’, in line with the brand’s core DNA.

 

Porsche Design said it aims to optimise the function in all its releases and reduce the form to the basic essentials in order to find the best solutions for consumers.

 

Porsche Design has announced three new ranges to be released for travel retail shoppers in 2022. The rollout began last month.

 

The Hexagon range recalls the brand’s origins in ‘passion, performance and motorsport’; the Cyber Tec range embodies Porsche Design’s ‘distinctive and forward-looking design’, and the Hybrid Range seeks to break design rules and ‘define new limits’.

 

The Hybrid Range seeks to break design rules and ‘define new limits’, says Porsche Design.

The Hybrid Range seeks to break design rules and ‘define new limits’, says Porsche Design.

Rodenstock Director Global Retail and International Key Accounts Eyewear Lucas Gestin said: “This year is an exciting one for Porsche Design as this iconic lifestyle brand marks its 50th anniversary.

 

“It is fitting for a brand with style and innovation at its heart that half a century after it started, it is continuing to produce exciting and ground-breaking designs which will capture the attention of customers all over the world.

One of the Hexagon range models with blue-tinted lenses.

One of the Hexagon range models with blue-tinted lenses.

“As shoppers return to travel retail, they are looking for excitement and newness. The sunglasses category will play a key role in the coming recovery thanks to its inherent link with the travel experience, and these new ranges will stand out both on-shelf and online for retail partners.”

 

The Hexagon Range features a masculine design, with two models: P’8937 and P’8938. The styling is inspired by the engine block of a Porsche 911 and each frame is individually screwed and hand-finished to deliver a true luxury quality.

 

The Cyber Tec Range takes design cues from the iconic Porsche 911, with its striking, clear outline, as well as the earpiece elements, which serve as a reminder of the rear lights of the sport car.

The Cyber Tec range embodies Porsche Design’s ‘distinctive and forward-looking design’.

The Cyber Tec range embodies Porsche Design’s ‘distinctive and forward-looking design’.

It also incorporates functional aspects and contrasting colours, which emphasise both the style and forward-thinking design across two prescription frames (P‘8732 and P‘8733) and two sunglasses (P‘8934 and P‘8935).

 

The Hybrid Range aims to break design rules and features a reduced upper edge of the frame. “The main material is put at the lower edge of the spectacles as a design element,” said the brand.

 

“All of this creates a contemporary and forward-looking collection, which is aimed at all design-savvy customers with modern and eye-catching prescription frames.” The two designs (P’8388 and P’8389) are available in three colours.

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