"ALWAYS UNCONVENTIONAL” – smart Celebrates 25th Brand Anniversary with a Limited Edition Coffee Table Book

04.09.2023, Leinfelden-Echterdingen, Germany. For the past 25 years, smart has been known for challenging the status quo. Continuously finding innovative solutions to mobility challenges before they become mainstream, the brand has been driving the spirit of the unconventional since the production of the first fortwo model in 1998. A spirit that is now being captured on paper through the release of a limited edition coffee table book entitled “ALWAYS UNCONVENTIONAL.”

Collector’s Item Immerses Readers Into the World of smart 

The coffee table book recalls smart’s milestone moments and inspires with visionary people and untold stories. Just like flashes of inspiration in real life, the book’s contents don’t follow any particular order. The thoughtfully curated collection of interesting ways of thinking, unusual actions and creative thinkers may have a lot, little or sometimes nothing at all to do with smart – while sharing a pioneering mindset as the unifying element. 

“With the release of the ‘ALWAYS UNCONVENTIONAL’ coffee table book, we want to invite everyone to step into the world of smart,” says Dirk Adelmann, CEO smart Europe. “We believe that sustainable mobility should be fun, which is also reflected in the unique structure, the diverse captivating articles and the colorful visuals of the book. Just as we do for everything else, we challenged ourselves to think outside the box and approach the project differently. Because being unconventional is much more than a marketing concept; it’s the heart of our brand.” 

Visionary Personalities of the Past, the Present and Tomorrow 

The book features numerous well-known personalities who were associated with smart in the past – such as former Daimler CEO Dieter Zetsche, who was one the first smart #1 customers in Europe or superstar Robbie Williams, who was one of smart’s brand ambassadors and an avowed fan and owner of the smart crossblade. Moreover, smart gives the stage to up and coming creatives like Jade McSorely, Ólafur Arnalds or Sita Abellán.  

Another highlight of the coffee table book is the collaboration with internationally renowned graphic designer Stefan Sagmeister, who has created six artworks under the theme “Now Is Better” exclusively for smart. The artworks, which transmit future-optimism as the binding element between the artist and smart, are featured in the book alongside an inspirational interview. In the conversation, Sagmeister describes people’s often unjustified negative perception on life and his way of dealing with this as a relentless optimist.