Porsche and Vitra's collaboration at MDW 2024 explores the theme of dreaming

Porsche's enduring initiative, The Art of Dreams, emerged as a standout event during Milan Design Week 2024. Partnering with Vitra, the renowned Swiss furniture company, Porsche unveiled a limited-edition series of three iconic chairs upholstered in the sports car manufacturer's original Pepita fabric. This exclusive collaboration was hosted at Palazzo Clerici, a historic city palace nestled in northern Italy's vibrant metropolis.

As two family-owned enterprises, Vitra and Porsche share a profound connection that extends beyond their mutual dedication to exemplary design and cutting-edge technology. Their intertwined success stories trace back to a pivotal moment in 1948 when both companies saw their dreams materialise. Charles and Ray Eames introduced a groundbreaking chair with a seamless one-piece seat and back at the Museum of Modern Art, marking a revolutionary feat in design innovation amid an era where plastic was still a novel material. Concurrently, Ferry Porsche embarked on his own visionary journey, bringing to life the iconic Porsche 356 “No. 1” Roadster alongside his dedicated team, thus cementing his legacy in automotive history.

Porsche has a storied history of setting design and style standards, with many cars becoming renowned classics across various eras. Furthermore, a variety of textile patterns used in car interiors have gained recognition as iconic symbols of style. One example is the Pepita pattern, which rose to cult status during the 1960s. Characterised by small squares interconnected by diagonal stripes, this iconic pattern is the driving inspiration behind the fifth edition of The Art of Dreams. "With The Art of Dreams as the spearhead of Porsche's cultural engagement, we are exploring the thrilling ambiguity and significance of dreams in our time. Together with Vitra, we are bringing design dreams back to life. Because the iconic Pepita pattern is more than just a pattern. It is cultural heritage," says Ragnar Schulte, Head of Experiential Marketing at Porsche. This global initiative, spearheaded by Porsche, aims to foster the creation of art installations exploring the theme of dreaming.

The exhibition's focal point was the interactive sculpture Lines of Flight, crafted by the artist collective Numen/For Use. This monumental yet lightweight structure, constructed from delicate cells and single-colour nets, beckoned observers to enter and explore its suspended landscape. Numen/For Use described their concept of a dream as an inhabitable utopia where self-discovery unfolds through confronting the new and the unknown. The monochrome diagonals within the Pepita pattern evoke a sense of dynamic movement akin to a cloud of excited starlings escaping a binary black-and-white matrix.

Choreographers Imre and Marne van Opstal presented a dance performance of Lines of Flight on April 16. Imre van Opstal elucidated that the installation symbolises the intricate network comprising our thoughts, feelings, and relationships. This cocoon-like space evoked feelings of security, belonging and comfort as a sanctuary for contemplating carefree moments of fantasy and discovery. The artists aimed to liberate these unconscious rhythms through dance and movement, inviting viewers to embark on introspection and exploration.

The Numen/For Use collective, led by product designers Sven Jonke, Christopher Katzler, and Nikola Radeljković, has been globally active in conceptual art, industrial design and space/stage design for two decades. Imre and Marne van Opstal, former professional dancers with Nederlands Dans Theater 1 + 2 and the Batsheva Dance Company, transitioned to independent work as choreographers, movement directors, and performing artists several years ago, gaining international recognition.

Displayed within the Palazzo, the collaboration with Vitra showcased three limited-edition chairs crafted for Porsche as part of the Porsche Pepita Edition. Upholstered in Porsche's original Pepita fabric, these chairs pay homage to Porsche's design heritage. Initially introduced as an official option in the Porsche 911 in 1965, Pepita has since adorned select models, including the 2022 911 Sport Classic.

The Porsche Pepita Edition by Vitra comprises the Eames Plastic Side Chair Pepita Edition, the ID Trim L Pepita Edition, and the Petit Repos Pepita Edition, all designed by Milanese architect and designer Antonio Citterio. The Eames Plastic Side Chair Pepita Edition seamlessly merges function and design, boasting a contoured seat shell upholstered in the original Porsche Pepita fabric. Its white shell is complemented by a black maple wood base and basic dark tubes, with felt glides for floor protection. The ID Trim L Pepita Edition office chair offers adjustable lumbar support and a leather headrest with an embossed historic Porsche crest. Designed by Citterio in 2010/2021, it features a flow motion mechanism for relaxed sitting. The Petit Repos Pepita Edition armchair provides exceptional comfort with its cushioned original Pepita upholstery, highlighted by double stitching and a Basic Dark underside. Designed by Citterio in 2013, it represents a limited edition of only 99 examples.

Robert Ader, Chief Marketing Officer at Porsche AG, described the collaboration as a fusion of iconic design, superb craftsmanship and functional excellence. The timeless Pepita pattern lends a striking aesthetic to the chairs, suitable for both home and office settings.

Through collaborations with Vitra and the artistic contributions of Numen/For Use, the event was a harmonious blend of automotive heritage and contemporary design sensibilities. From the captivating interactive sculptures to meticulously crafted limited-edition chairs, visitors explored the intersection of dreams, design, and craftsmanship.

Stay tuned to STIR's coverage of Milan Design Week 2024 which showcases the best of exhibitions, studios, designers, installations, brands and events to look out for. Explore EuroCucina and all the design districts—Fuorisalone, 5vie Design Week, Isola Design Week, Brera Design District and Porta Venezia Design District.