THE STUTTGART-BASED SPORTS CAR MAKER REALIzED AN ENTIRELY NEW, INTERACTIVE BRAND EXPERIENCE.
The experience was created in the form of a multi-sensory pop-up store which made its first stop in Manhattan’s most fashionable district and then went on a journey from London to Shanghai, Moscow and Seoul.
amp was responsible for furnishing the pop-up store with the “Soundlab”: a sound studio where visitors could experience the sound of the famous Porsche 911 in a number of different virtual driving scenarios.
SOUND IDENTITY ELEMENTS
"it's not what you see, it's what you hear..."
the new york times
The Porsche pop-up store, styled like a modern record store, is an innovative, interactive way of using multimedia to tell people the story of the Porsche brand. The pop-up store is divided into three areas and includes the “Soundlab”, various media stations and a Design Corner. To create this multisensory sound experience we mounted 9 Go-Pro cameras on a Porsche 911 and additional sound recording devices.
the porsche sound lab
In the Soundlab, the heart of the pop-up store and outfitted in the style of a sound studio, everything revolves around the famous Porsche 911. Visitors can put the car into three different audiovisual situations – and take a virtual drive without getting into a car! With the aid of an app developed by amp, Porsche fans have a choice of three scenarios for the Porsche 911, each lasting about 1:30 minutes: Metropolitan Melody (Miami), Country Cadance (Kaunertaler Gletscherstraße), Racing Rhythm (Nürburgring). Visitors stand in front of a Porsche 911 in the Soundlab and, after selecting a scenario, watch the car on its drive by means of 3D mapping on the vehicle and hear it spatially in 7.1 surround sound thanks to a collaboration with audio hardware manufacturer Bose, which provided the audio systems. In addition to choosing the scenarios, visitors can also have the car run in sport mode (with a sport exhaust system).
"Porsche opens a Pop-Up shop in Manhattan and it sounds rather good." MSN
"Porsche is not there to sell cars but to woo future buyers." the new york times
"Decades of stories in one room." Porscheworld
Dr. Ing. h.c. F. Porsche AG, usually shortened to Porsche AG, is a German automobile manufacturer specializing in high-performance sports cars, SUVs and sedans. Porsche AG is headquartered in Stuttgart, and is owned by Volkswagen AG, which is itself majority-owned by Porsche Automobil Holding SE. Porsche's current lineup includes the 718 Boxster/Cayman, 911, Panamera, Macan and Cayenne. The company has been highly successful in recent times, and indeed claims to have the highest profit per unit sold of any car company in the world. In a survey conducted by the Luxury Institute in New York, Porsche was awarded the title of "the most prestigious automobile brand". A Canadian study in 2011 revealed that 97.4 percent of Porsches from the last 25 years are still on the road. Porsche is the most iconic German car brand.