A new Porsche Studio opened in Oslo beginning of July. Porsche NOW locations have also recently opened on Jeju Island in Korea and in Zurich, Switzerland. The basis is “Destination Porsche,” which is currently being rolled out in Porsche Centers worldwide and serves as an umbrella for all stationary retail formats. The locations are thus transforming more strongly into brand experience spaces; rooms for communication and inspiration are emerging. Thanks to digital applications, the brand can also be experienced interactively; the boundaries between physical space and the digital world continue to merge. All this is also the case with the recently opened urban formats.
Ocean view and best coffee in Oslo
In the beginning of July, Porsche Studio Oslo opened its doors. After Bergen, this is already the second in Norway. In a 125 sqm showroom, facing the beautiful Oslofjord and Aker Brygge Marina, models of Porsche can be displayed. Currently it is a Taycan Cross Turismo. The fitting lounge gives the opportunity to specify car orders individually, test drives will be possible at given time.
Moreover, the Studio will function as a point for delivery and collection of cars that will use workshop services at Porsche Center Oslo. A competent consultant will be available to assist, if desired. With its central position, the Porsche Studio will be a natural place to hold smaller events, launches and exhibitions. Thanks to a collaboration with the award-winning coffee supplier Supreme Roastworks, visitors are getting both a taste of Porsche and the city’s best coffee.
Premiere in Korea with sustainability focus
In the same time frame, Porsche Korea opened a Porsche NOW sales pop-up on Jeju Island. The temporary format is introduced for the first time in Korea. In Jeju, the focus is on sustainability and pioneering e-mobility scene. On an area of 449 sqm, an ‘eco-friendly’ concept is reflecting the regional characteristics using wood tones interior and plants. Porsche’s representative sports car models such as the fully electric Taycan and the Cayenne E-Hybrid will be exhibited. Furthermore, the location will showcase collaborations with various artists, providing a wide range of experiences to customers and Porsche enthusiasts.
Moreover, Porsche is collaborating with the Jeju based premium tea brand, Osulloc, and offers welcome drinks to visiting customers. Besides the opportunity for test drives, various events will be held. It will not be the last future retail concept in Korea – further sales pop-ups in other major regions of Korea will be introduced soon.
Physical and digital experiences in Zurich
On July 12, Porsche NOW Zurich opened as temporary showroom in the city center near the world famous Bahnhofstrasse. One of the two cars displayed on the 190 sqm surface is a Taycan, which can be explored in a specially designed e-mobility area as a hands-on physical object as well as by digital options. Visitors can configure their individual dream cars right on the spot and then feel what it’s like to drive them with augmented-reality systems or virtual-reality headsets.
They can also experience the cars in a totally real sense by scheduling test drives at the Zurich Porsche Centers. In addition, the sales pop-up displays color and material samples from the customization program as well as items from Porsche Driver’s Selection. Porsche Center Zurich operates the store and holds a range of daytime and evening events. Porsche NOW is therefore especially well-suited for anyone making an initial acquaintance with the brand.
Strategic Retail Initiative from Porsche Sales
Whether Porsche Studio or Sales pop-up: the urban formats offer both a high quality of stay and entertaining points of contact with the brand and its products. They are part of Porsche’s “Future Retail” strategy and are intended to appeal to new, younger and more female target groups in addition to existing customers. Further rollouts of the urban formats will follow soon.