FAT uncovered: Cars, culture, and couture at the world's coolest ice track

The legendary, multiple Le Mans-winning car with its distinctive Gulf Powder Blue racing colours creeps its way around the lake. But it’s not alone. A procession of wild and brightly coloured race cars is in tow, inching their way through the narrow streets of the ancient Alpine village. It’s not something you see every day. But then you realise you're not just in any Central European town. You're in Zell am See—home to the FAT Ice Race. 

With 5,000 car enthusiasts descending upon a small frozen airstrip beside the normally tranquil Lake Zell, the sleepy town in northern Austria has transformed into a loud and colourful carnival of automotive abundance. In these rarefied circles, you’d better bring your A game. Since its relaunch a couple of years ago, the FAT Ice Race has been called many things. To some, it's a "Goodwood in the snow"; to others, it's "the world's most exclusive winter car event." For Polestar, though, it's something altogether different. Something simpler. Something more... fun.

"The FAT Ice Race is the perfect fit for Polestar as it’s all about car culture and performance. We love to excite with our cars and be part of an engaging and inspiring crowd," explains Michael Manske, Head of PR & Communications at Polestar. "Polestar started as a racing team and you can feel this performance DNA in all our cars—they’re a joy to drive. I think anyone who has been inside one today will tell you that."     

The track

The event itself comes and goes in a blur. It's all-action, all of the time. Flying Bulls, helicopter rides, and special VIP paddocks offer attendees a range of "blink-and-you'll-miss-it" activities to keep even the most event-hardened spectators on their toes. But the real action, of course, is trackside, where anything and everything with four (heavily spiked) wheels hurls itself around the ice. It's the kind of controlled, adrenaline-fuelled chaos that keeps people coming back year after year.  

And then there's the Arctic Circle collection. Lifted, wearing specialised ice racing tyres, and given distinctive white and yellow coats, Polestar's one-of-a-kind show cars left their mark. "Honestly, that was so much fun. It’s hard to describe the feeling. When can I go again?" says swimming superstar and Polestar Ambassador Sarah Sjöström, following her hot lap with Thed Bjork.

For Thed (who just so happens to be one of Sweden’s greatest ever racing drivers) it's always fun to find himself behind the wheel of a Polestar. "I've been driving Polestars before they were even Polestars," he says, recounting his early days as a race driver for Cyan Racing. "Back then we were taking Volvo touring cars and adding additional performance wherever we could find it. That was the real beginning of Polestar."

Electric Garage 

Away from the ice Polestar brought its unique take on racing culture to the paddock. But the task wasn’t easy. Its award-winning Spaces (the company’s showrooms) are known for their visual beauty, with architects and designers spending years finding, sculpting, and refining the perfect environments. It's a labour of love. So what happens when this team of creatives finds themselves tasked with creating a venue slap bang in the middle of the Austrian Alps in a matter of months? "We've been to many locations around the world—but perhaps nothing as challenging and inspiring as this. A frozen airfield in the middle of the Alps is quite a unique opportunity and certainly got us thinking," says Polestar Architect, Dragan Pavlovic.

And think they did.

Polestar's Electric Garage may look like an aircraft hangar. But it's not. With high-tech racing simulators, bespoke racing helmet painting, and a distinctly futuristic look and feel, it's more of a Polestar hub for people wanting to experience the thrill and glamour of electric mobility. And the room’s centrepiece—an elevated Polestar 5—is living proof of the company’s commitment to that electric future. The four-door Grand Tourer is set to become Polestar’s most powerful car to date and will be available to customers later this year (learn more about Polestar 5 here).

"But the Electric Garage is not just about showcasing our cars; it's about creating a movement. Being at FAT Ice Race, in front of a crowd that is all about performance, classic cars, and the joy of driving, is an opportunity to craft thought-provoking, hands-on moments that make Polestar stick in people's minds," explains Dan Persson, Polestar’s Strategic Creative Director. 

Mission: accomplished.