Sponsored by Bose and furniture brand Walter Knoll, the experience uses a mix of sensory installations to recreate the driving experience and explore the brand’s heritage in the shopping centre. It features The Media Stations, interactive digital screens that let guests explore the car’s 60-year heritage by selecting from 16 ‘records’ that contain a range of short films.
The Sound Lab Virtual Drive Experience lets visitors sample the brand’s new 911 GTS Coupe car through sound and 3D projection mapping, with the added option of selecting their proffered backdrop from an urban drive, a mountain pass or the 14-mile Nürburgring circuit in Germany.
The third part of the pop-up consists of The Design Corner, which invited guests to ‘draw’ the sound of a Porsche on a blackboard and upload their masterpiece to Instagram to be in with a chance of winning a ice-driving trip to the Porsche Camp4 in Finland, a Range Day at the Porsche Experience Centre at Silverstone or a 911 Driving Experience. There is also a coffee bar area for guests to relax and in and enjoy a read of automotive and design coffee table books.
Bernhard Maier, member of the executive board for sales and marketing at Porsche AG, said: "The new marketing format enables us to connect with young and young-at-heart visitors in an appealing way. We are helping these people to better understand the brand through unusual stories.
"It is an innovative way of telling and experiencing the story of our brand."
The move to Europe follows September's news that Porsche would be the at the Vatican City.
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