Polestar
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Polestar 〰️
How do we reduce EV anxiety and create desire through experience rather than explanation?
{Experiential Brand Strategy} {Brand Activation} {Cultural Programming} {Content Strategy}
{Immersive Experience Design} {360° Content Direction}
STRATEGIC INSIGHT
A Polestar employee insight reframed the problem:
“We want our cars to adapt to the person — not the person to adapt to the technology.” Charging isn’t friction. It’s a pause.
STRATEGIC UNLOCK
Design around human rhythm, not specs. Touring musicians became the metaphor for stop-start journeys supported by the Polestar 3.
EXECUTION
The Touring Tour: emerging musicians travel the UK in Polestar 3s, performing 30-minute pop-up sets at charging stops.
The journey becomes immersive content, culminating in a 360° London installation where visitors experience the performance from inside the car.
