The printed magazine open at The First Breath, a blue 911 running at speed across the spread.

Printed, saddle-stitched01 / The object

Front cover, turned to the light: a 911 tail light burning across black, under the title The Art of Performance.
Cover
Back cover carrying the Porsche crest above the line There is no substitute.
Back
The Flat-6 Engine spread open flat.
Flat-6 engine
A Tailored Experience spread, interior details in a grid.
A tailored experience

Read the issue02 / Sixteen pages

Cover: a 911 tail light glowing in the dark, titled The Art of Performance.
Cover
Contents facing the opening essay, The Initial Spark, with design sketches.
Contents · The Initial Spark
Sculpting Perfection — modellers shaping a full-size clay 911.
Sculpting Perfection
The Flat-6 Engine facing A Perfect Canvas, a bare shell in the paint shop.
Flat-6 Engine · A Perfect Canvas
A Tailored Experience — a red 911 body in build, beside interior details.
A Tailored Experience
The First Breath — a finished car on track, full bleed.
The First Breath
A Fateful Choice — the Carrera range laid out as a catalogue.
Catalogue
But Wait There's More — Targa, Turbo and GT variants.
Catalogue cont.
Back cover: the Porsche crest on black, 'There is no substitute'.
Back

03 / The approach

I used to be a Porsche hater. What changed my mind was learning how they actually build the cars, and what the company puts into them.

So the catalogue is built to do that to you. Clay, then metal, then paint, then the first time the engine turns over. By the time you reach the models you can buy, you've got a reason to care about the difference between them.

There is no substitute.

Saddle-stitched booklet · 8 × 10in · Digitally printed · Self-initiated, not affiliated with Porsche AG

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