THE SEAT PEOPLE KEPT ASKING FOR
“Can we buy the seat?”
It was a question we started hearing after every Underground invitation featuring the miniature racing seat.
The UNDERGROUND invitation has always been a part of the experience in its own right, just as special as the meet itself. Nothing about it was ever ordinary. The miniature racing seat became a constant element, changing with every edition while remaining something people looked forward to receiving, showing off, photographing and keeping.
For UNDERGROUND 10, we created another version of the seat. It was this version that became the starting point for APEX. We didn't want to simply reproduce the seat. We wanted to take what made the Underground invitation special and build that feeling around the seat itself.
APEX
APEX takes the UNDERGROUND 10 seat and gives it a life beyond the invitation.
The idea was to create something that felt worthy of being owned, not just another miniature seat, but a piece you could take pride in, display, show off and keep.
And because the invitation has always been about more than the object itself, we wanted that same feeling to carry through to APEX.
THE CASE
The Collector Case is a big part of that experience.
The UNDERGROUND 10 invitation already had its own case format and Man Cave identity. The UNDERGROUND 12 invitation later introduced the pull-string detail, which became another part of the invitation language.
For APEX, we brought those references together and developed a case specifically for the seat.
Limited to 100 Units
The UNDERGROUND invitation has always been something many wanted to receive, but only a few ever did.
APEX comes from that same idea.
The seat was something people had seen, wanted and asked us about for years. When we decided to make it available, we didn't want to turn it into something ordinary or make an unlimited run of it.
So we chose 100.
The first 100 APEX SEATS come with the Limited Edition Collector Case, a piece to own, display and keep as part of your own automotive story.
APEX SEAT · AS-001
THE FIRST 100.