Designed To Win

Collaborator: ArtCenter College of Design Location: Pasadena Company: Heritage Gruppe Role: Project Lead

Designed To Win was an event born out of collaboration with Heritage Gruppe and ArtCenter College of Design. Following the Pandemic, ArtCenter had not yet relaunched its famed annual Car Classic at the Hillside Campus in Pasadena, so the opportunity to collaborate with the school's Transportation Department and car-affiliated student clubs

As Project Lead at Heritage Gruppe, I led the creation of Designed to Win, a collaborative event with ArtCenter College of Design that brought car culture back to campus post-pandemic. With the annual Car Classic on pause, this was an opportunity to reenergize the community through design, storytelling, and a shared love of cars.

Partnering with ArtCenter’s Center for Student Experience, Transportation Design Department, and A3C, I directed a cross-functional team to deliver a dynamic, multi-layered experience. Over 40 vehicles were showcased, celebrating influential designers like Giorgio Giugiaro, Wilhelm Hofmeister, Harm Lagaay, and Claus Luthe, alongside new voices shaping what’s next.