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Cesar Pieri, the man behind the dream
Years ago, at Jaguar Advanced Studio in England, a sketch was drawn fast and under pressure, and it eventually became the Jaguar Project 7. Cesar Pieri drew it with passion, not knowing the power of his creation at that moment.
That is not the kind of thing he volunteers in conversation. But it is the kind of thing that explains everything about Gasoline Juice — a place built by someone who understands, bone-deep, what it means to pour yourself into the lines of something you love. After years designing in Brazil, the USA, and Italy, a young "Brazitalian" man won a contest and a Maserati sponsorship to study industrial design at Politecnico di Milano. The kind of story that sounds like fiction.
After almost three decades of designing cars that people fall in love with for companies like Jaguar Land Rover, BMW Group, NIO, Fiat Group, Chery Motors and many others. He sat in design studios across Europe, Asia, and America, and he shaped metal into something people want to keep forever. He also chaired the Industrial Design Department at SCAD (The Savannah College of Art and Design) in Savannah — where he taught the next generation of designers what he had learned doing it for real.
At Jaguar, he originated the concept that became the Project 7 and managed the F-Type exterior design program, amongst other cars. Ian Callum, a good friend and the man who spent fifteen years as Jaguar's design director, has publicly mentioned the importance of his creation and celebrated the Jaguar Project 7 as one of the most remarkable Jaguar Design creations over the past years. A sketch to track in four months, premiered at the Goodwood Festival of Speed in 2013, and subsequently, a limited-series vehicle that became the fastest and the most powerful Jaguar ever produced at the time. That is not a small thing.
When Cesar left that world, he did not leave cars behind. He found a building — a Royal Ordnance Depot built in 1802, 15 minutes from Silverstone, the kind of place that has its own gravity. He turned it into Gasoline Juice: 4,500 square feet that transforms from an events venue and studio during weekdays to a car enthusiast venue on weekends, with all sorts of vehicles turning up every weekend, an art gallery hung with his own hand-painted bonnets and sculptures, racing simulators, craft beers brewed in collaboration with Hook Norton Brewery, and Italian coffee carefully selected from different continents to create the perfect brew.
Son of Italian parents, Cesar grew up in Brazil, the grandson of Italian immigrants who had been brewing since 1899 in Tuscany. His family brought that legacy across two oceans — from Tuscany to São Paulo, from São Paulo to England — and, somewhere in the middle of that journey, decided to bring to life his family tradition and relaunch the Pieri Distillery & Brewery, and consolidated this achievement with a partnership with The Hook Norton Brewery, creating a 2.5% Pale Ale Beer to celebrate more than 126 years of heritage.
Because in a sense, it did. Everything at Gasoline Juice traces back somewhere — from a distillery in Tuscany founded in 1899, to a design studio in Coventry, to a family that crossed oceans and kept making things worth keeping.
Cesar still draws. He still designs at his Design Studio and Consultancy. So when you visit Gasoline Juice on a weekend, you will probably find him there — not behind a desk, but in the middle of it, talking to someone about a car they drove for the first time and never forgot.
That is what this place is for: to fuel every moment with passion, automotive art and culture.