Managing Director of Porsche Design Studio says without a clear product framework there is a great danger of becoming arbitrary and exchangeable.

Roland Heiler leads Porsche Design Studio in their collaborations with brands like Johnnie Walker and Research in Motion by applying the design principles established by Professor Ferdinand Alexander Porsche. In this interview Roland discusses the role of “design driven innovation” for both luxury and mainstream brand experiences.

Tell us about some of the milestones in your career that you feel particularly proud of.

The most recent one would be the “Best of the Best 2012′ Red Dot award for the Porsche Design P1140 RawTec Blazer. Not only has it been more than a decade since a clothing item has received this prestigeous award, it also confirms that we are on the right path with our fashion collection. This recognition will be a nice addition to our collection of more than 140 national and international design awards.  In my earlier life as a designer I was working for the car design studio of Porsche. During that time the responsibility for the Carrera GT showcar design program was definitely one of the highlights.

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