Pär Heyden has spent his career at the intersection of precision design and brand building, from the tactile engineering of Hasselblad cameras to the industrial heritage of Volvo, and now as Head of Brand and Executive Creative Director at Polestar. In this conversation, Anant sits down with Pär to explore what it really means to build a considered brand from the ground up.
They discuss why restraint is a competitive strategy in a sector defined by feature escalation, how Polestar approached the redesign of the in-car interface with the same craft typically reserved for physical materials, and why the automotive industry has consistently underestimated the intelligence of its customers. Pär also reflects on the role of retail space in shaping perception, the thinking behind some of Polestar's most distinctive brand moments, and where enduring value sits as mobility becomes increasingly software-defined.
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