STEFFEN JAHN reenacted the first drive of a Porsche in America with the PORSCHE 356 – the first production model built by Porsche back in 1948. After landing in the port of Brooklyn and going ashore, it made its way over the Queensboro Bridge to Manhattan, directly to the former showroom of Max Hoffman.

The Queensboro Bridge, officially the Ed Koch Queensboro Bridge since April 2011 and often endearingly referred to as the 59th Street Bridge by locals, is a cantilever truss bridge over the East River in New York City. It connects the Upper East Side between 59th Street and 60th Street in the borough of Manhattan with the Queens Boulevard in Long Island City in Queens, passing over Roosevelt Island.

A native of Austria, Max Hoffman arrived on the East Coast of the United States as an immigrant in 1941. In 1947, he opened his showroom on Park Avenue in New York, where he began importing and selling European automobile brands, including Porsche.

To make the Porsche 356 more popular, Hoffman successfully competed in car races with the sports car. In the mid-1950s, he sold one third of the vehicles produced by Porsche in the US alone. He used his influence to launch the 356 Speedster model on the American market and is also attributed with convincing Ferry Porsche to adopt the emblem still in use today as the Porsche logo.

Following his death in 1981, his widow Marion O. Hoffman incorporated the Maximilian E. und Marion O. Hoffman Foundation Inc. in 1982 in accordance with his last will and testament. Based in West Hartford, Connecticut, the foundation grants scholarships to students in academic programs including education, medicine, religion and the arts. It holds assets worth approximately $65 million.

The spread was created for Porsche AG and the agency C3, Stuttgart, with Creative Director Patrick Amor and copywriter Elmar Brümmer. Post production was in the hands of Tom Stein from 617 digital.

GoSee : steffenjahn.com
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