Unique experiential environment features brand stories, ‘virtual driving’ and design challenge.
This week, Porsche brings the stories behind its brand to life in a unique ‘pop-up’ store in the Westfield shopping centre in Shepherd’s Bush, West London.
Using a mix of contemporary multi-media and traditional methods of communication, the experience is intended to bring the world-famous Stuttgart sports car company to life by sharing its true essence with long-standing fans and casual enthusiasts alike.
Following its debut in New York City, USA, in September, ‘The Sound Of Porsche: Stories of the Brand’ offers an interactive, multi-sensory brand experience. Visitors will have the opportunity to journey through the past, present and future of Porsche in an unexpected fashion. Topics span the marque’s core, intelligent performance, plus the Porsche principles of design, and historic highlights. A further emphasis is on motorsport achievements, and in particular how Porsche successes on the race track transfer into the technology of the road cars.
Typical of Porsche, the visitor is very much in the driver’s seat, so to speak, and free to choose the stories which fascinate them most from the selection as they walk through the store. The ‘Sound of Porsche’ runs until 28 December.
Visitors are greeted by a welcoming ambience reminiscent of a record store, but where you might expect racks of music LPs there are instead a selection of digital films available to choose from – albeit presented in the style of a record – and which can then be viewed on individual screens. The soundtrack is replayed via Bose QuietComfort® 25 headphones.
Over its three-week run, ‘The Sound of Porsche’ will provide not only a fascinating insight to the passion within the company and the soulful character of its cars, but also offer an intriguing glimpse into the world of Porsche for people who might not otherwise engage with the marque.
“This new marketing format enables us to connect with young and young-at-heart visitors in an appealing way. We are helping people to better understand the brand through our fascinating stories”, said Bernhard Maier, Member of the Executive Board for Sales and Marketing at Porsche AG, explaining the idea behind this initiative. “This interactive brand experience enables visitors to explore the technical performance and stylish design of Porsche in depth. It is an innovative way of telling and experiencing the story of our brand,” he added.
In addition to a relaxing coffee bar area, furnished by Walter Knoll, the ‘Sound of Porsche’ is divided into three areas: The Sound Lab Virtual Drive Experience powered by Bose, The Media Station, and The Design Corner – where one participant will win an ice-driving trip to Porsche Camp4 in Finland. Details of the competition can be found in the store itself, or via porsche.com/soundofporsche.
Visitors also have the opportunity to shop for last-minute Christmas gifts at the on-site Porsche Driver’s Selection store.
A tour of the ‘Sound of Porsche’
The Sound Lab Virtual Drive Experience powered by Bose® features the new 911 GTS Coupé. This latest example of the iconic 911 features a rear-mounted, 430 hp, 3.8-litre flat-six engine and exemplifies the commitment of Porsche to design, innovation, quality and excellence. These values are portrayed in one of the featured media tracks titled “From Draft to Drift – The Porsche 911”. Visitors experience the 911 through sound and 3D projection visual mapping, and can select the backdrop of an urban drive through a city, along a mountain pass, or racing on the renowned 14-mile Nürburgring circuit in Germany.
The Media Stations introduce guests to a custom record / playlist created by Porsche. Viewing highlights include ‘Electrifying Performance’ and ‘One of Us’ which feature Porsche race car drivers Mark Webber and Patrick Dempsey. Other curated Porsche enthusiasts include Los Angeles-domiciled Englishman Magnus Walker featured in ‘The Urban Outlaw’, and Sally Carrera from the ‘CARS’ animated movie in ‘A Porsche Goes to Hollywood.’ The films signify what the Porsche brand experience means to each individual in the form of an audio and film perspective. Each media station features advanced noise-cancelling Bose QuietComfort® 25 headphones, so that participants can completely ‘lose themselves in Porsche.’
Lastly, The Design Corner area features a chalk board which serves as a ‘blank canvas’ inviting visitors to draw what the sound of Porsche means to them, and then share their designs via Instagram using #soundofporsche. The winner of the best design will win an ice-driving trip to Porsche Camp4 in Finland. Further prizes on offer for participants in The Design Corner competition include a Range Day at the Porsche Experience Centre at Silverstone for one person plus a guest, and a 911 Driving Experience at the Porsche Experience Centre.
Porsche also invites anyone visiting the ‘Sound of Porsche’ to share their experiences on social media using #soundofporsche. This will feature in our live social stream which can be viewed via porsche.com/soundofporsche.