When iconic design worlds collide, a potential collaboration requires a deep dialogue around each brand's heritage and a resulting unique connection to a recognized brand identity to create something not just truly new, but also truly unique. At this years SXSW, Ingo Scheinhütte (Porsche), Steffen Ganz (Porsche Design) and Bob Wheeler (Airstream) will discuss how Airstream is combining the iconic look and feel of their iconic travel trailers with modern technology and features and how Porsche explores new audiences by expanding the product landscape through collaborations. On stage, the panelists will discuss the opportunities and challenges of collaborative processes between iconic brands and give the audience an insight into the creation process of a truly unique product.