Following the sensational launch of Porsche’s multisensory pop-up store in New York’s Meatpacking District in September, the Soundlab was unveiled in London. In the luxurious IAPM Mall – featuring the likes of Stella McCartney, Alexander McQueen, and Alexander Wang stores – Porsche is now further expanding the launch of its unique pop-up store concept. “The Sound of Porsche: Stories of the Brand” will now be mesmerizing Chinese fans in Shanghai.
The pop-up store has the look and feel of a modern record shop. Visitors make use of the diverse multimedia in order to further engage with the story of the Porsche brand. The idea is to present a new, sociable way to make contact with people who are young or young at heart and let them experience the Porsche brand at close range, instead of just selling them a car as in traditional showrooms or local dealerships.
The pop-up store is divided into three areas: various media stations, a design corner and the heart of the store, the so-called Soundlab. This is where visitors will find the iconic 911 model embedded in an atmosphere that recalls an upscale sound studio and ready for the most varied Porsche drive of all time. Visitors can use an iPad app programmed by amp to choose the surroundings for their virtual test drive – without getting in the car. If you want curves, choose the minute-and-a-half drive on the Kaunertal Glacier Road; if you want it a bit warmer, head off along Ocean Drive in Miami; and if you want to know right away how this classic car can accelerate, go directly to Nürburgring race track.
Those who prefer it all a touch sportier can select the special sport mode and enjoy the sound of the sport exhaust system. If you are still undecided, you can take all the routes, stopping between them to enjoy the matching soundscapes of a city, race track or glacier road. Visual 3D mapping provides the visual counterparts to the respective soundscapes.
A 7.1 surround sound system provides the stunning spatial audio sensation. The sound design impresses thanks to the field recordings made for it alone, combined with up to six tracks for the sound of the engine on the respective routes, as well as suitable sounds from the surroundings. Special engine sounds recorded on a dynamometer at the Porsche Test Center in Weissach round off the auditory experience.
The Porsche Soundlab leads by example by putting the car into an emotional context and using the medium of sound to effectively tell a story that will not soon be forgotten. With this emotional, brand-adequate experience, Porsche can most importantly appeal to a young audience and turn them into the Porsche drivers of tomorrow. Enthusiastic visitors who share their impressions and experience of the Soundlab on social media, as well as the overwhelming press response (for example New York Times), show that the Soundlab works effectively across cultures and continents! “The Sound of Porsche: Stories of the Brand” continues … go for another spin (we’ll spread the sound)!
The entire Soundlab for “The Sound of Porsche: Stories of the Brand” project was the work of amp, both the creative as well as the technical aspects:
- Video and audio production (from recording to post-production)
- App development (front end, back end)
- 3D mapping
- Composition of the soundscape
Read more in the client case "Moving people without moving them through the Soundlab".