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FAST COMPANY: Masters of Design

On October 21st at Chelsea Art Museum in New York, Fast Company's annual October Masters of Design issue, featuring David Butler, VP of global design for Coca-Cola, on the cover, opened with a never-been-done treatment promoting Porsche's new Panamera, the world's first true sports car for four.

Along with Masters of Design partners, Porsche and Morgans Hotel Group, the event featured October special issue cover star David Butler, VP of global design for Coca-Cola, as well as other 2009 Masters—David Rockwell, designer of this year’s Academy Awards set, the Marketplace at JFK's JetBlue terminal, and the upcoming Ames Hotel in Boston; starchitect David Adjaye; digital designer Lisa Strausfeld; and Smart Design’s Femme Den.

More than 300 of the country’s design all-stars attended, including past Masters Valerie Casey, founder and executive director of the Designers Accord; Yves Béhar, founder of Fuseproject; Bob Greenberg, CEO of R/GA; and Steve McCallion, creative director of Ziba Design. The magazine's design editor Linda Tischler hosted the moderating dialogue. 

Christine Osekoski, publisher of Fast Company, said that the magazine teamed up with Porsche for a fully integrated program. In addition to Porsche’sinvolvement with the unique cover unit, the luxury carmaker will feature the Masters of Design issue in all of its dealerships nationwide. Porsche was also the exclusive launch partner for http://www.fastcompany.com/design/2009.

At the Masters of Design event, besides having a first-hand look at the brand new Porsche Panamera, guests were also being treated to a HP’s showcase of the new Envy laptop. A VIP after party was hosted at Morgans Hotel Group's Royalton Hotel. 

Finally, cover subject David Butler is scheduled to appear in the mid-October premiere of the Panamera episode of Speed Channel's Road Test where he will be test-driving the new Panamera and offering his take on the car’s design.

“Partnering with an iconic design automotive brand like Porsche and the originators of the boutique-hotel concept, Morgans Hotel Group, seemed like a natural fit since Fast Company is the most innovative, creative, and progressive business media brand,” Osekoski said.

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