PETER NEUMEISTER

Peter Neumeister is a designer, father and founder of his namesake design agency Neumeister. He’s also an adventurer who crosses the Sahara in an old Land Rover, restores bikes, cars and most recently a 1903 ferry, and doesn’t think twice about hanging out of a helicopter in wellies.

I founded the agency in 1996, and after 25 years it’s still going strong. Creativity is more than a job for me, it’s something I live for in many ways. From work and road-adventures to making pearl plate art with my bonus kids for hours.

What is your earliest memory of feeling drawn to adventure, a moment where you realized exploration and discovery were part of who you are?

I’ve always loved nature, hiking, the mountains, and being off-grid. It turns my brain off in a good way. I enjoy the silence, colors, and sounds. Going into military service was a natural next step, and here I was introduced to adrenaline, the challenge of being alone and a sense of adventure.

At CDLP, Merino wool represents elevated essentials, how does this material align with your personal approach to dressing for travel, life and on the go?

For me, it’s all about being ready for whatever life throws at you. CDLP’s Merino wool nails that perfect balance between comfort and confidence. It moves with you, breathes with you like a second skin, and keeps you looking sharp.
It’s soft, effortless, with just the right attitude.

In the campaign you are captured mid-air, a striking symbol of freedom, flying over the Swedish landscape. What does freedom mean to you today, and how has that definition evolved over the years?

I have always felt most alive when I push myself beyond what feels safe or familiar. Exploring the unknown, learning more about the world, and myself. I do not really believe in standing still. For me there is no growth in the status quo. I follow curiosity instead of a fixed plan. I often say I’m on the road to nowhere.

Freedom used to mean speed and movement. Now it means space, to slow down, breathe, create, and start over when I need to. And to not be afraid of falling flat. I like the quote “Difficult roads often lead to beautiful destinations”. But I also think the road itself can be just as beautiful as the destination.

You've traveled extensively and pursued many adventures across the world. Looking back, what's one memory that stands out, a moment that truly stayed with you?

Driving my 1963 military Land Rover from Stockholm to Marrakech.  Me and my girlfriend had only been together for two months when I told her I was going to road-trip through Morocco. She decided to join and the next thing we knew, we were on the road, crossing the Atlas Mountains with absolutely no idea what to expect. 


No real plan, just driving through the endless landscapes of the Atlas and Sahara desert, where every turn looked like a new planet and the skies had more stars than you could ever ask for. No sound, no signal, just sky, sand, and a sense that anything could happen.

Every adventurer always has something quietly brewing. What’s the next journey or experience you're planning, the next chapter of your personal adventure story?

I just returned from a road trip along the Atlantic coast of Norway to Lofoten.
Few places in the world can match that blend of rugged nature and mind-blowing views. Steep mountains, waves crashing against the cliffs, and the endless northern summer nights. Unbelievably beautiful. And so close to home.


As for what’s next, the legendary Peking to Paris intercontinental race has been on my mind. An epic road trip that crosses deserts, mountains, and continents. The adventure of a lifetime.

You’ve always balanced creativity with exploration, how do adventure and creative thinking intersect for you?

My creativity needs adventure the same way my cars need fuel. I do not get inspired from sitting still. It’s about contrast. I need the extremes to find my center. On my trips I look for the unpredictable, back home I rely on structure and daily routines. That rhythm clears my head and keeps me focused.
When I am on the road, everything shifts. No daily routines, no structure, and that changes something in me too. My mind opens up and I think differently. That is when I feel most creative. 


Of course, there are moments when I get tired of myself, always juggling too many projects, but that is just who I am, I live fully. Every place I’ve explored in the world gave me something lasting, something I never would have found if I had stayed where it felt safe.
After all, don't bad choices make the best stories?

Explore more Journals