WEBVTT

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Materials and colours
have often been an afterthought.

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And now with sustainability
so high on our focus,

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we are starting to design
around materials from scratch.

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We are starting to design inside out.

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I think at Design we have
the freedom to create our own briefs.

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We don't necessarily work
with consumer profiles

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in terms of what the demographic or
the age group of a customer would be.

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It's more people
who want to buy into our philosophy.

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And I think the most interesting part
of our creative process

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is when we start
to put together these themes.

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In Polestar 3
we offer four distinct themes.

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That's really the base
of our creative process.

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It's where we start.

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It doesn't always have to sync.

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It's about translating our thoughts
into a material board.

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We use the different materials
as the basis,

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which is quite a paradigm shift from

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how it has traditionally
been done in the automotive industry.