Massimo Frascella, Audi’s Chief Creative Officer, embodies a calm focus as the brand prepares to unveil its entry into Formula 1. Frascella sees this moment as a significant chapter in Audi's evolution, following impactful presentations in Milan and Munich. He emphasizes the importance of the present, highlighting the excitement surrounding Audi’s foray into the expansive world of motorsport. Frascella’s background is surprising; he admits he’s not a typical car enthusiast. Rather than being captivated by cars from an early age, his passion for design emerged later. A pivotal moment came when he joined his father in visiting car dealerships, leading to a newfound appreciation for automotive design. The Audi TT played a crucial role in shaping his perspective. Its rational design struck him as both disciplined and expressive, changing how he viewed the possibilities within car design. In conversations about design beyond automotive, Frascella expresses a desire to create watches, drawing parallels between the precision of watchmaking and automotive design. He admires the geometric purity of the pyramids, viewing them as a representation of timeless quality in design. When discussing his own work, particularly the Concept C, he acknowledges the inherent designer’s tendency to see areas for improvement. However, he holds the TT in high regard, recognizing its perfection as an outsider, while remaining critical of his own designs.