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Carla BUZASI

Having served as Editor in Chief of HuffPost UK and having held roles at Marie Claire and Glamour, Buzasi joined the global trendforecasting agency WGSN in 2014. She has been CEO since 2020. Specializing in predicting the future, she and her team advise companies in more than 100 countries.

or those who would like to take a break from city life in the countryside without losing touch with their social contacts. Gardening, walking, holidays in RVs, or even leading a completely “nomadic” lifestyle are becoming more and more popular. Spending lunchtimes strolling through the forest and the evenings in the city is the dream of an increasing number of people – and they are finding ways of making the lifestyle they desire a reality.

Consumers want diversity

Diversity is one of the hot-button issues of our time. We are seeing the emergence of a new generation of customers who want products to be accessible to all types of consumers. Fashion provides arguably the most visible manifestation of this trend. Not only are brands being called on to produce their clothing for all different shapes and sizes, consumers want this level of diversity to be reflected in advertising, too. This imperative is spreading to other areas as well, including the premium and design segments. Of course, it’s never going to be possible to satisfy every single customer. What’s much more important is that a brand carefully considers the standards and wishes of its customer base. Customers will be watching closely to make sure that brands are actually taking action rather than simply paying lip service – without compromising on design standards, of course.

Sustainability is becoming the new standard

A subject that carries equal weight is of course sustainability. It’s often claimed today that a clear conscience is a luxury in consumerism. That’s quite an accurate statement really, even though I believe that sustainable products should be available to all consumers as a matter of course. But there is a paradox here: according to surveys, customers want products to be more sustainable, but their purchases are still primarily driven by price. All this makes the role to be played by the premium segment all the more vital. Although price is still a relevant factor here, but it is not the most important part of a consumer’s decision to buy. In other words, market constraints cannot be used as an excuse for a lack of sustainability. Brands in this segment are responsible for keeping a close eye on manufacturing conditions and carbon footprints – and will be rewarded by consumers if they do. A personal responsibility towards creating a more sustainable lifestyle was certainly behind my decision to switch to an electric car, in this case a Porsche Taycan, which I bought last year with my husband. Shortly after, Great Britain started running out of gas and long lines formed at the filling stations. It was the best advertisement for electric mobility I can possibly imagine. ●

By Carla BUZASI Photos by Liz SEABROOK

YOUR SPORTS CAR FOR THE WRIST.

The Porsche 911 stands for iconic design and powerful emotions. The same now also applies to your sports car for the wrist. And how exactly the watch

looks is your decision and your decision alone – just like the 911. With the Porsche Design custom-built Timepieces program and its online watch

configurator, the same personalization principle is being introduced to the luxury watch segment – with more than 6 million configuration options to

choose from. To obtain further information, please contact your authorized local Porsche dealer, your Porsche Design store or scan the QR code.

CUSTOM-BUILT TIMEPIECES

porsche-design.com/custom-built-timepieces

911 Targa 4 GTS 50 Years Porsche Design Edition

Hommage

Form meets function: On the occasion of its 50th anniversary, Porsche Design also celebrates the iconic sports car design – with the exclusive 911 Targa 4 GTS model. The look of the edition is inspired by Ferdinand Alexander Porsche’s signature style. His message: this 911 boasts performance and personality.

Timeless

Yesterday meets today: Positioned alongside the current 911 special edition, an impressive 911 S 2.4 Targa built in 1972 also makes quite a statement as its legendary predecessor. A unique, highly detailed work of art. Porsche Classic rebuilt the 911 from the ground up, looking to the 2022 anniversary model for inspiration. What the two 911s now have in common is the extraordinary Porsche Design look: elegant, high-gloss black in contrast with decorative elements in slate grey – an exclusive composition and a unique pair of cars.

Grip: The 911 Targa 4 GTS is supported by 911 Turbo S wheels, 20-inch at the front and 21-inch at the back. Central lock in black, brake calipers in high-gloss black, and rims with a platinum finish.

911 Turbo S Wheels

Elegance: The Targa bar in the accent color of platinum stands out from the black base coat. Flanked by the Porsche Design lettering on the sides, the bar extends the contrasting effects to the exterior.

Platinum Targa Bar

Movement: The GT sports steering wheel comes with 12 o’clock marking in slate grey. The gear selector comes in aluminum for the PDK and leather for the manual transmission.

GT Sports Steering Wheel

Signature: The model is easy to identify thanks to its exclusive details such as the Porsche Design badge at the air intake grille, which combines the company logo and the facsimile signature of F. A. Porsche.

Porsche Design Badge