What happens?
2023 marks 75 years of Porscheand to kick off the festivities, a spectacular digital interpretation called Driven by Dreams was unveiled in London and takes us through the inspiration of the first Porsche, the 356. The public will be able to experience this unique work of art through through an immersive presentation using four-story high 360 degree 8K HD screens located in the Now Building, Center Point, Charing Cross Road, in London.
All Porsches have their roots in the original vision of company founder Ferdinand ‘Ferry’ Porsche. Looking around, the German engineer couldn’t find the car he dreamed of, so he decided to build it himself. The first car identified with the Porsche name, the 356 ‘No 1’ Roadster, rolled out of the Porsche factory. gmundAustria on June 8, 1948.
Erwin Komenda, Ferry Porsche and Dr. Ing Ferdinand Porsche in gmundAustria on June 8, 1948
Porsche continues to build on this legacy as a dream-driven luxury brand, which in turn aims to inspire and enable people to realize their own dreams.
Developed by Porsche with Wallpaper* magazine and created by contemporary artist Eda Kwan and founder of Lusion*, Ferry’s original dream is imagined as a visual synthesis of the intangible human creative process, beautifully expressing the stages of a dream from conception to perceptible existence. .
The short film explained by Eda Kwan
Initially appearing as firing neurons to represent the first seeds of creative thought, the digital story evolves with a multicolored matrix of particles that transform from apparent chaos into tangible form. They seem to cascade through a dramatic landscape, following contours and flowing around obstacles. This visualization of the creative process represents how tiny elements converge and merge into physical forms. For Ferry Porsche, that shape would become the first Porsche sports car, the 356 ‘No 1’ Roadster, a dream that inspired many others.
“The brief was to explore the nature of sleep as a personal goal,” Kwan said. “Porsche is a luxury sports car, but when Ferry Porsche set out to create the first carhis dream had to manifest into a new reality because this space literally did not exist.
“We began by researching the influences and experiences that inspired Ferry Porsche, along with archival photographs and diaries, which we fed into an artificial intelligence program to generate a dynamic set of images to represent the human thought process.”
The Lusion* team chose the ‘blossoming’ of flowers to represent the spectacular moment when an idea strikes and thoughts crystallize. “These flowers illustrate how inspiration works, growing from one idea to infinite variations,” Kwan said. Bouquets of vibrant, almost alien flowers sprout and grow to form the distinctive flowing silhouette that is characteristic of the long lineage of Porsche sports cars.
Watch the trailer: Porsche Driven By Dreams
*Lusion
It is a digital creative studio that transforms emotions into experiences, through a meticulous process of data, color, shape and movement modeling. The studio was founded in 2015 by Hong Kong’s Edan Kwan, an artist with diverse backgrounds in music production, web development, and coding. Now based in Bristol, England, Lusion is made up of a core team of artists and coders from around the world, all working exclusively in the digital space, creating immersive experiences on a massive scale, as well as the realms of virtual reality and augmented.
