A new chapter, a new name.
As PCH Innovations turned 18 and our new leadership takes shape, it was important to us to make time to reflect on our identity as a studio.
Our company was founded in Los Angeles, named after the Pacific Coast Highway, a stretch of road that brought ideas and inspiration with every scenic drive along it. True to our roots in the automotive industry, to our spirit of disruption, speed, and moonshot ambition – the name made sense.
But over time, our focus has shifted. Looking out from the Berlin Kindergarten we call home, we see our way of working become less about speed and exponential innovation and more about applying bold technology and unconventional thinking in sensitive ways, exploring, making things tangible, treating tech as craft.
Curiosity, imagination, invention.
Values that drive our practice.
We continue to define ourselves by our curiosity, drawn to complexity and connection. Whether industrial leaders or luxury maisons, our clients have always been partners, equally excited by the details as the vision. But looking at our projects it is clear that we seek out challenges: to reconcile mass production and reparability; to introduce new tools in heritage brands; to rethink what being creative means in a time where machines challenge our place.
It’s this beautiful friction – both our history and our aspiration – that we, as a team, wanted to see reflected in our name. And so we become: Gentle Systems. A balance of precision and care, strength and sensitivity, warmth and technicality. It’s an expression of what in many ways we’ve always been and a clearer declaration of what we want to be.
03.04.2025
