Renowned design from Zell am See
Zell am See has been home to Studio F.A. Porsche for almost 50 years: now the internationally renowned design studio is showing a cross-section of its work in the special exhibition "The Porsche Design Principle" in the medieval Vogtturm tower. In an interview, Design Director Christian Schwamkrug reveals which favourite pieces are presented in the exhibition, how to accommodate roof tiles, kitchen appliances or watches, and what sentence he has heard at least a hundred times.
Even die-hard Porsche fans are surprised by what is being designed here: Apart from the fast cars of the eponymous brand, (almost) everything from residential towers to roof tiles and kitchen appliances, from luxury yachts and laptops to trams in Vienna or Bangkok is designed at Studio F.A. Porsche in Zell am See. The studio was founded by Prof Ferdinand Alexander Porsche (1935 - 2012): The grandson of Porsche founder Ferdinand Porsche worked in the family business himself, even designing the legendary 911 Porsche, until he set up his own design studio. He set up shop in Zell am See, the family's adopted mountain home. The studio has been firmly rooted here since 1974.
Schwamkrug sees the advantage of bringing a design studio on board primarily from an outside perspective: "If you keep doing the same thing all the time, you will eventually have a restricted view. We start with an open mind, without blinkers, and think about how something can be reinterpreted. We succeeded quite well with the roof tiles. This is actually an incredibly traditional product made from the original material, clay.
The framework conditions are indeed very tight, but we still managed to offer a new aesthetic and function," the designer says happily. Schwamkrug and his team worked on the project for almost one and a half years - with great success. In 2020, the design studio received, among others, the German Design Award for the roof tiles.