To mark the debut of the 2013 Lincoln MKZ Concept, Lincoln hosted an intimate evening at C5 Restaurant inside Toronto’s Royal Ontario Museum. Part design talk, part cultural backdrop. Headlining the night was Max Wolff, then Director of Design at Lincoln, who offered insight into the thinking behind the brand’s next chapter.
Joining the Lincoln team in January 2011, Mr. Wolff is no stranger to the luxury segment, with extensive design experience working across the globe, and now contributing his efforts with a progressive design philosophy to not only reinvent the luxury sedan but to help rebrand the Lincoln name with products appealing to the younger market. I.e., not grandpa anymore.
Earlier that day, the MKZ Concept made its Canadian debut at the 2012 Canadian International AutoShow. Of the concepts shown, it stood out for how production-ready it felt: elegant but muscular, with a strong shoulder line that hinted at a more confident design language for the brand.
At the time, Wolff had recently joined Lincoln after an international design career in the luxury space, tasked with reshaping the marque’s identity for a younger, more design-conscious audience. Nights like this made it clear Lincoln wasn’t just talking about change—it was actively setting the stage for it.
Some shots from the event; For more, please visit here.
