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The PASSIONists are remarkable individuals whom the Head Designer of Mercedes encountered from 2004 to 2006 in Italy, England, France and Germany. The PASSIONists: 160 pages dedicated to people who have made passion the compass of their life, as Peter Pfeiffer puts it in his introduction. They are responsible for giving the Mercedes-Benz brand a new face and helping it reach new target groups. The PASSIONists include Englands 3-star wizard chef Heston Blumenthal, Frances fastest vintner Jean Alesi, Italys most influential designer Paola Navone, kitchen pioneer Gerd Bulthaup and wine revolutionary Werner Knipser.