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Peter Eric Arnell

Founder & Chairman PETERARNELL, Intellectual Capital Investments

Design & Branding Executive

New York, NY, USA

Peter Arnell

Yorkville Advisors

Peter’s Biography

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Peter Eric Arnell is a Brand and Design Expert, Author, Photographer and Founder, Chairman & Chief Creative Officer of PETERARNELL. He is known for transforming products, brands and campaigns for some of the world’s most prestigious companies, including Chrysler, Pepsi-Cola Co., Reebok, Donna Karan, Unilever and Fontainebleau. He has been at the forefront of creating, building and transforming brands, corporations, institutions and communities for more than 40 years.

Arnell has built an unparalleled reputation creating groundbreaking, boundary-averse work. His unique interdisciplinary approach to brand building unites graphic arts, communications, photography, filmmaking, experience design, product engineering, architecture and more to create holistic solutions that drive enduring brand value creation.

Arnell created the strategy, brand concept and creative for Donna Karan New York and DKNY. He contributed and collaborated with Samsung on the introduction of the company as a consumer-facing brand. He designed and created the global identity and packaging for the Pepsi brand and... Peter Eric Arnell is a Brand and Design Expert, Author, Photographer and Founder, Chairman & Chief Creative Officer of PETERARNELL. He is known for transforming products, brands and campaigns for some of the world’s most prestigious companies, including Chrysler, Pepsi-Cola Co., Reebok, Donna Karan, Unilever and Fontainebleau. He has been at the forefront of creating, building and transforming brands, corporations, institutions and communities for more than 40 years.

Arnell has built an unparalleled reputation creating groundbreaking, boundary-averse work. His unique interdisciplinary approach to brand building unites graphic arts, communications, photography, filmmaking, experience design, product engineering, architecture and more to create holistic solutions that drive enduring brand value creation.

Arnell created the strategy, brand concept and creative for Donna Karan New York and DKNY. He contributed and collaborated with Samsung on the introduction of the company as a consumer-facing brand. He designed and created the global identity and packaging for the Pepsi brand and served as Chief Innovation Officer for both Chrysler and The Home Depot.

His work as a photographer has been lauded by critics from Vogue, I-D Magazine and other leading publications and has been exhibited at group and solo exhibitions around the world.

In 2010, Peter published the New York Times bestseller Shift, which showcases his four decades of branding and marketing experience. In 2023 Hatje Cantz published ‘Peter Arnell: Portfolio: 1980 – 2020’, a two-volume book that celebrates over four decades of innovation and an exceptionally diverse body of work. Arnell has received countless awards, including the first non-fashion designer to be awarded by the CFDA for his work with Donna Karan in 1987.

Arnell has also devoted significant energy in the non-profit space. He is a board member of the FDNY Foundation and previously served on the board of the Special Olympics. moreless

Peter’s Newsfeed

Hypebae

Peter Arnell's Two-Volume Portfolio Revives Fashion Advertising Nostalgia

American multi-hyphenate creative and branding expert Peter Arnell has unveiled a two-volume boxed collection celebrating his 40-plus-year ingenious career and creativity in product design, marketing and communications. The expansive portfolio spotlights his groundbreaking work for the world’s most influential brands, such as Chanel, Gucci, DKNY and Fila.

WWD

Media People: Peter Arnell Talks About His Career, How Branding Has Changed, and His Most Memorable

Peter Arnell shares his thoughts about fashion advertising, then and now, and introduces his new book, Peter Arnell: Portfolio 1980–2020.

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Peter’s Background

PETERARNELL | Intellectual Capital Investments, LLC

Branding and Design Executive | Founder and CEO

2011 - Present

New York, NY, USA

PETERARNELL | Intellectual Capital Investments is an interdisciplinary brand design and product development company. Known for its success in brand creation, innovation, consumer experience, product development and environmental design, it has developed a reputation for transforming products, brands and campaigns and its innovative and groundbreaking work with the world’s most respected companies.

Peter Arnell Photography

Photographer

New York, NY, USA

An inventive photographer, his works have appeared for numerous fashion and lifestyle brands and his fine art photography has been included in solo and group exhibitions around the world. His photography has been lauded by critics from Vogue, I-D Magazine and other publications and was the subject of a solo exhibition curated by Frank Gehry at Milk Galleries in NYC. peterarnellphotography.com

Chrysler

Chief Innovation Officer, Founding Director of Peapod Mobility

2008 - 2012

As CIO of Chrysler and a Founding Director of Peapod Mobility, Arnell led all electric vehicle development and designed the revolutionary Peapod Neighborhood Electric Vehicle, merchandise and marketing communications. Arnell created an integrated experiential Big Box strategy and launched the worldwide rollout to dealerships, as well as designed the Geneva car show exhibition experience.

The Home Depot

Chief Innovation Officer

2006 - 2008

In a joint innovation venture with The Home Depot, Arnell held the position of CIO within The Home Depot organization. He oversaw all product innovation and product creation for the company, setting up OrangeWorks to create powerful award-winning house brands including the HomeHero line of home safety products, winner of a Gold IDEA from Business Week and several other design awards.

Arnell Group

Founder, Chairman, and Chief Creative Officer

1979 - 2011

New York, NY, USA

Arnell Group developed an unparalleled reputation as a brand and product innovation firm creating revolutionary work for many of the world’s most celebrated brands by providing Product and Identity Design, Strategic Brand Planning, Event and Entertainment Marketing as well as Traditional Advertising. Select clients included Donna Karen, DKNY, Samsung, Reebok, Banana Republic, PepsiCo and others.

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Peter’s Gallery

Board Positions

FDNY Foundation

Board of Directors

2010 - Present

New York, NY, USA

The FDNY Foundation is a non-profit established in 1981 to promote New York’s life and fire safety education. It is officially affiliated with the New York City Fire Department (FDNY) and achieves its goal of better protecting New York through community outreach and fundraising for better training and equipment, and to maintain operational excellence.

Previous Board Positions

Special Olympics

Board of Directors

2006 - 2010

Washington, DC, USA

The Special Olympics was founded in 1968 with the mission of fostering the inclusion and acceptance of all people. It uses the power of sports to provide a place for people with intellectual disabilities to discover their own strengths, skills, abilities and success.

Media

Peter Arnell: Portfolio 1980–2020

2023

New York, NY, USA

This video contains an introduction to Peter Arnell's new book, Peter Arnell: Portfolio 1980–2020, highlighting some of his most well-known advertising projects, including Pepsi, Nespresso, DKNY and Chanel, as well as video testimonials from the likes of Tommy Hilfiger, Frank Gehry, Gwyneth Paltrow, Tom Brady and many more.

Peter Arnell | Director’s Reel

2023

Throughout his forty-plus-year career, Peter Arnell has built an unparalleled reputation creating groundbreaking, boundary-averse work for many of the world’s most well-known brands. The Director’s Reel includes vignettes from some of his most iconic commercial films created for some of the world’s most influential brands, including: Chanel, Samsung, Reebok, Tommy Hilfiger, Donna Karan and more.

Fontainebleau Las Vegas Reveals Innovative Retail Experience

Aug 2022

Peter Arnell leads Fontainebleau's property-wide branding and design, alongside some of the world's most celebrated and experienced designers to develop unique destinations throughout the resort.

DKNY Creating an Icon with Peter Arnell

Aug 2021

Behind the scenes with Peter Arnell, co-creator of Donna Karan's iconic DKNY brand as he discusses the inspiration and strategic approach to the development of the DKNY brand and communications.

Martha Steward & Peter Arnell discuss their recent trip to Thailand

Guest

2010

New York, NY, USA

Martha Stewart, Peter Arnell and Kevin Sharkey discuss a recent trip to Thailand on The Martha Stewart Show. Together they recall the incredible experiences they had in Thailand and the memories they shared on their 12 day trip there.

Frank Gehry on Peter Arnell Designing the Future Home of the Brookyn Nets

2010

World-renowned architect Frank Gehry talks about his work with creative genius Peter Arnell as they plan the design for the Nets arena in Brooklyn, NYC.

Martha Stewart and Peter Arnell discuss Shift

Guest

2010

New York, NY, USA

Peter Arnell joins Martha Stewart on the Martha Stewart Show to discuss his new book, Shift: How to reinvent your business, your career and your personal brand.

Martha Stewart and Peter Arnell discuss his extensive eyewear collection

Guest

2009

New York, NY, USA

Martha Stewart welcomes Peter Arnell to The Martha Stewart Show to discuss his elaborate collection of eyewear, which includes over 1,600 pairs of glasses from around the world.

Martha Stewart and Peter Arnell discuss the history and future of automotive design

Guest

2009

New York, NY, USA

Peter Arnell takes the audience through the history of automotive design culminating with the unveiling of his latest project, Peapod, a first of its kind neighborhood electronic vehicle.

Martha Stewart and Peter Arnell explore his collection of blimps and spaceships

Guest

2009

New York, NY, USA

Peter Arnell joins Martha Stewart and discusses his vast collection of blimps and spaceships, and gives a fascinating look into the history of flight.

Martha Stewart and Peter Arnell discuss home and fire safety

Guest

2007

New York, NY, USA

Martha Stewart invites Peter Arnell, brand innovator, inventor and honorary FDNY Fire Commissioner, to discuss his latest invention the HomeHero fire extinguisher.

Martha Stewart and Peter Arnell discuss the vast array of collections

Guest

2007

New York, NY, USA

On this episode of the Martha Stewart Show, Peter Arnell shares his extensive collection of robots, trains, phones and more. Arnell also introduces G.O.A.T, nutritional foods for young adults that he created with his longtime friend and legendary boxer, Muhammad Ali.

Thinking Outside the Marketing Box

Nov 2004

New York, NY, USA

The Arnell Group, based in New York, planned to announce today that it is being awarded a global assignment from Electrolux, the world's biggest maker of home and outdoor appliances, which uses as its global agency of record Lowe & Partners Worldwide, part of the Interpublic Group of Companies.

Martha Stewart and Rosie O'Donnell discuss Peter Arnell

2002

New York, NY, USA

Martha Stewart and Rosie O'Donnell share stories about the cover photo taken by Peter Arnell for Rosie's new magazine on the Rosie O'Donnell show.

Reebok Terry Tate: Office LinebackerGame Time

Co-Creator

Sep 2002

Peter co-created one of the most popular SuperBowl advertisements titled "Reebok Terry Tate: Office LinebackerGame Time."

Rbk Allen Iverson and Jadakiss

Jan 2002

Peter produced a series of short films as part of Reebok's advertisements to appeal to a new demographic by using contemporary artists and sports figures.

Reebok Outperform

2001

This advertisement was created as part of Reebok's Outperform campaign.

GNC Live Well: Joel

This video is part of GNC's "Live Well" campaign to encourage better living and promote self-care.

Chanel

Co-Creator

Peter created this television advertisement campaign for Chanel to promote Chanel No. 5.

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Interviews

Shift, by Peter Arnell

2010

Atlanta, GA, USA

CNN interviews Peter Arnell on his new book, Shift. In this segment Arnell, the creator of some of the world's most iconic brands, shares how he transformed himself by losing over 250 pounds and redesigned his own life and brand.

The Today Show: Shift by Peter Arnell

Jun 2010

New York, NY, USA

Peter joins The Today Show to discuss his new book Shift, which takes the reader through his experiences creating transformative change for brands such as Reebok, Pepsi, and many others.

Peter Arnell and the Peapod

Jun 2009

New York, NY, USA

Peter Arnell joins CNN to discuss the Peapod and Chrysler's innovative Peapod Mobility initiative, one of the first-of-its-kind all-electric vehicle and technology programs.

Chrysler’s Peapod: 2 cents per mile plus a smile

Apr 2009

New York, NY, USA

Matt Lauer joins Peter Arnell for a ride in Chrysler's Peapod, a battery-powered electric car designed by Peter.

The Today Show: Peter Arnell and the Peapod

Jun 2009

New York, NY, USA

On The Today Show, Peter discusses the Peapod, an electric vehicle he developed while serving as CIO of Chrysler and leading Peapod Mobility. Peapod Mobility was an innovative, all-electric vehicle development program.

HomeHero fire extinguisher inventor, Peter Arnell

2007

New York, NY, USA

ABC News interviews Peter Arnell to discuss his recent invention, the HomeHero. The HomeHero fire extinguisher won numerous awards and accolades, including the TIME Magazine Best Inventions of 2007, and the International Design Excellence Gold Award by BusinessWeek.

The HomeHero fire extinguisher, Invented by Peter Arnell

Nov 2007

New York, NY, USA

Peter joins ABC News to discuss his invention, the HomeHero fire extinguisher. The innovative fire extinguisher is light, easy to use and made to help people react to an emergency in a more timely fashion.

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Features

Architectural Record

Exhibition Review: Frank Gehry Curates Peter Arnell at Milk Gallery

Mar 2014

New York, NY, USA

Frank Gehry’s curated collection of Arnell’s photography titled "Photographs 1984-2014 by Peter Arnell" was shown at the Manhattan Milk Gallery. The exhibition won praise for its high-contrast, diverse subjects.

No One Knows What It’s Like to Be the Adman

Jun 2009

In an extended feature, Mark Rozzo reveals a different side to Arnell, the truth of the high-energy, focused, creative, and well-read advertising genius who the public can't seem to believe is real.

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Publications

Peter Arnell: Portfolio 1980–2020

Author

Feb 2023

New York, NY, USA

Peter Arnell: Portfolio 1980–2020 celebrates over four decades of tireless innovation and provides rich insight into a creative mind and an exceptionally diverse body of work. Included are signature projects for Samsung, Chanel, Gucci, DKNY, Pepsi, Reebok, Nespresso and the Special Olympics, as well as texts by Frank Gehry, photographer Peter Lindbergh and NYT Times journalist Michel Marriott.

Samsung Rising

2020

New York, NY, USA

Arnell is featured throughout Cain’s explosive exposé of Samsung that “reads like a dynastic thriller, rolling through three generations of family intrigue, embezzlement, bribery, corruption, prostitution, and other bad behavior” (WSJ). Cain documents Arnell’s contribution to Samsung as it rose to the top of the tech industry to become a market leader in the U.S. and around the world.

GUCCI: The Making Of

Co-editor

Nov 2011

Gucci: The Making Of examines Gucci’s identity, origins, innovation and influence, as well as its fabrication methods and appropriation of signature materials, past and present, and its influence among high society and Hollywood. This book is a personalized and heartfelt tribute to the influence and heritage of this iconic brand.

Shift: How to Reinvent Your Business, Your Career, and Your Personal Brand

Author

Jun 2010

Arnell’s New York Times Best Seller Shift weaves together personal stories of his own transformation with stories about how he created transformative change for brands such as Reebok and Pepsi. Shift shares Arnell's vision regarding how each of person can rebrand and transform his or herself, both professionally and personally, to reach the success they desire.

A Cognitive Approach To Your Brand Portfolio

Author

Dec 2006

New York, NY, USA

In order to meet the challenges of a more consumer-centric world, Peter Arnell writes, companies must shift their perspective from what is good for its brand to what is best for consumers.

Peter Arnell: Find Value in Results You Cannot Measure

Author

Sep 2006

New York, NY, USA

Peter Arnell discusses the reasons why talent and compensation must be reconciled above and beyond staffing-allocation requirements

Embrace The Idea Of Leaders Of The Future

Author

Jun 2006

New York, NY, USA

Building upon Thomas Friedman's 'The World is Flat', Peter Arnell discusses the effects of globalization and a connected world on the workplace and calls for a new type of business leader.

Spreading the Word (and Faith) of Rebirth

Author

May 2006

New York, NY, USA

Arnell discusses how companies, at times, need to "resurrect" their brands' image and appeal, sometimes looking to past successes and applying those ideas to the present.

Design By Balancing Business and Consumer Needs

Author

Mar 2006

New York, NY, USA

Quoting designer Paul Rand – 'good design is good business' – Arnell writes that companies that want to develop a design team must first start with a clear business plan for this new endeavor.

Lose Add-ons and Gain a Definition of Real Value

Author

Feb 2006

New York, NY, USA

Arnell writes that people should shed the various, and often unnecessary, 'add-ons' that people carry around with them. The result, he says, is a clearer definition of value.

Feet

By Peter Arnell

2007

Arnell, New York

Photographs by Peter Arnell 1976-2006

2006

It’s All About Red – Pictures of Shanghai

Photographer

2005

A Year of Tears

Photographer

2002

Fila: A Woman’s Movement

By Peter Arnell

1997

Made In Brooklyn: A Visual Diary 1976-1996

Contributor

1996

New York, NY, USA

Made in Brooklyn chronicles the daily lives and transformations of the New York borough of Brooklyn and its residents over the course of two decades.

James Stirling: Buildings and Projects

Co-author & Co-editor

1993

"James Stirling: Buildings and Projects" looks at college buildings, performing arts centers, museums, townhouses, banks, office buildings, and low-cost housing designed by the Liverpool-born architect and discusses influences on his work

O Wonderful, Wonderful and Most Wonderful, Wonderful! and Again Yet Wonderful…

By Peter Arnell

1992

Sonia

by Peter Arnell

1991

Aldo Rossi: Building and Projects

Co-editor

1991

"Aldo Rossi: Building and Projects" is a showcase of famed Italian artist Aldo Rossi, whose work is heralded for its ability to provide historical links with the past while abandoning the ahistorical tendencies of modernism.

Donna Karan New York

Photographer

1990

Robert AM Stern, Buildings and Projects 1965 – 1980

Co-author

1986

This work is a showcase of Robert Stern's designs for apartments, homes, office buildings, and townhouses.

The Houses of the Hamptons

Co-editor

1986

'The Houses of the Hamptons' discusses the architecture of the Hamptons and describes 84 outstanding houses designed by leading architects.

Frank Gehry: Buildings and Projects

Co-editor

1985

This collection takes an intimate look at some of Frank Gehry's most well-known architectural work.

Charles Gwathmey and Robert Siegel: Buildings and Projects, 1964 – 1985

Co-author

1985

This work showcases museums, renovations, homes, buildings and additions designed by Gwathmey Siegel & Associates Architects.

A View from the Campidoglio: Selected Essays 1953-1984

Co-editor

1984

This collection of seventeen essays spans thirty-two years in the careers of Robert Venturi and Denise Scott Brown. It provides an in-depth look at inseparable blending of the building of buildings and the building of words.

Mississauga City Hall: A Canadian Competition

Co-editor

1984

The third volume in a Rizzoli series documenting architectural competitions, the focus of this book is the national competition for a new City Hall complex in Mississauga, Ontario, Canada.

A Center for the Visual Arts The Ohio State University Competition

Co-editor

1984

This volume details the design competition that led to the production of the Wexner Center. Five separate teams (pairing regionally and nationally known architecture firms) submitted their designs for an Ohio State visual arts center, which eventually became the Wexner Center for the Arts.

Southwest Center: The Houston Competition

Co-editor

1984

'Southwest Center: The Houston Competition' covers three submissions for the design of the Southwest Center in Houston, Texas.

Michael Graves: Buildings and Projects 1966-1981

Co-editor

1982

This collection showcases the designs by Michael Graves, including some of his most well-known showrooms, office buildings, conversion projects, beach houses, furniture and homes.

A Tower for Louisville: The Humana Competition

Co-editor

1982

This volume documents an architectural competition organized by Humana Inc. for the design of its corporate headquarters in Louisville, Kentucky.

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Awards & Recognition

Council of Fashion Designers of America

Award of Excellence in Branding and Communications

1987

New York, NY, USA

The Council of Fashion Designers of America works to promote American fashion to the world stage. The CFDA Fashion Awards acknowledges excellence in fashion design.

Ellis Island Medal of Honor

Recipient

2007

The Ellis Island Medal of Honor is reserved for individuals who have given back to the country. Recipients include world leaders and Nobel Prize winners as well as those who are leaders in the arts, government, sports, or other sectors.

SCAD Style Etoile Awards

Honoree

Peter was named as an honoree of the 2010 SCAD Style Etoile Awards in recognition of his position as an influential and prominent brand designer.

The Green Design 100

Honoree

2009

Peapod was recognized as one of TIME's Green Design 100 as a revolutionary and sustainable design on 2009.

Brit Insurance Design of the Year

Honoree

2009

Established in 2003, the Brit Insurance Design of the Year honors a design that improves quality of life and os displayed at the Design Museum. The HomeHero Fire Extinguisher with recognized with the award.

The Design 100

Honoree

2007

TIME's The Design 100 honors influential designs ranging from artisanal food to architecture and transportation.

International Design Excellence Awards

Recipient

2007

The International Design Excellence Awards, sponsored by Businessweek, seeks to highlight the importance of industrial designs to improve quality of life. In 2007, Peter received a Gold IDEA for the HomeHero Fire Extinguisher.

International Design Excellence Awards

Recipient

2007

Peter received a Silver IDEA for the Aquabrids, a synthetic sealant used during aortic surgical procedures.

Impact "Hot Brand" Award

Honoree

Jose Cuervo, a leading brand of alcohol, was recognized as an Impact “Hot Brand” in both 2005 and 20066 for its overall brand growth.

Crest Awards

Honoree

2003

In 2003, the Reebok commercial “Terry Tate, Office Linebacker” was recognized with a Crest Award.

Cannes Lions

Honoree

2003

Peter was awarded the 2003 Cannes Gold Lion Award for Best in Category for his work on a Reebok commercial titled “Terry Tate, Office Linebacker.”

Association of Independent Commercial Producers

Honoree

The Association of Independent Commercial Producers is a nonprofit organization that honors, recognizes, and represents companies that create commercials. For his work with Reebok, Peter was recognized with AICP Awards in 2003 and 2004.

1000: Richard Saul Wurman's Who's Really Who

Honoree

2002

Richard Saul Wurman's Who's Really Who, published in 2002, recognizes the 1,000 most creative individuals in the United States. Peter Arnell was mentioned as a member of the honorees.

CLIO Awards

Honoree

In 2003 and 2004, Peter received CLIO awards for his work with Reebok and the commercial titled "Terry Tate, Office Linebacker."

CLIO Awards

Honoree

1998

The CLIO Awards are regarded as the most prominent international advertising awards. In 1998, Peter was recognized as a winner with Henry Bendel Bodywear.

CLIO Awards

1997

Over the course of his career, Peter has been recognized with CLIO Awards for his work with several brands including Samsung Electronic Equipment and Home Entertainment and Hanes Hosiery Resilience, both of which he received in 1997.

CLIO Awards

Samsung Electronic Equipment and Home Entertainment

1996

In 1996, the CLIO Awards honored Peter for his accomplishments as a brand designer for Ray Ban X-ray Sports Sunglasses Case and Banana Republic Body Care.

FIT Award for Fashion Advertising

Honoree

1988

For his excellence in the fashion advertising industry, Peter was honored as the recipient of the 1988 FIT Award for Fashion Advertising.

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Speaking Engagements

Harry Walker Agency

New York, NY, USA

Peter is represented by The Harry Walker Agency, a leading, global speakers' agency founded in 1946.