By The Sound of Porsche: Stories of the Brand, the Stuttgart-based sports car maker is referring to an entirely new, interactive brand experience created in the form of a multi-sensory pop-up store which has made its first stop of three weeks in Manhattan’s most fashionable district and then went on a journey from London to Shanghai, from Moskow to Seoul. amp was responsible for furnishing the pop-up store with the “Soundlab”: a sound studio where visitors can experience the sound of the famous Porsche 911 on a virtual drive in various situations.
- Audiovisual full-immersive installation. Basis of the concept:
the Sound of the iconic Porsche 911 as Sound of the Brand.
- Video production at Nürburgring, in Miami and in New York with each 9 Go-Pros cameras on a Porsche 911 and with a high-equipped sound recording (6 different tracks for different parts of the engine)
- Audio post-production (sound design, surround mix for Dolby 7.1 Surround).
- App development (iPad visitors app, backend sound surround player)
3D video mapping on the car
- Composition and production of the soundscape (Surround 7.1) for the Porsche Sound Lab in the Pop Up Store
- High social media awareness for every single Brand Pop Up installation in New York, London, Shanghai, Moskow, Tokyo, Dubai, Seoul
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 idea here is not merely to sell a car, as is the case in branch offices and showrooms – the primary aim of the pop-up store 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.
“The pop-up store is a new kind of supplement to customary marketing activities. It will further enhance awareness of our brand in close cooperation with the local Porsche centers” says Detlev von Platen, Managing Director of Porsche North America, who is convinced by the unusual brand presentation.
The pop-up store is divided into three areas and includes the “Soundlab”, various media stations and a Design Corner.
At the media stations, visitors can watch sixteen specially produced films about the Porsche brand, including clips for Porsche enthusiasts, such as “Porsche Exclusive – The Most Personal Car” and “A Porsche Goes to Hollywood” with animated film star Sally Carrera.
The Design Corner provides visitors with a communicative space where they can sketch what they associate with the “Sound of Porsche”. The sketches can be uploaded by way of #soundofporsche to social networks like Instagram, where there is also a contest for the best sketch.
A multi sensorial brand experience.
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).
Each of the scenarios has a characteristic visual setting and, above all, a very characteristic, clearly different sound. The interactive experience of the car in various contexts is similar to a test drive, which would be impossible in reality. This means a great deal of value added for potential new customers and young people, for where else can you take a test drive in the mountains, in a city and on a speedway in only 4.5 minutes?
A virtual drive experience experienced in a store is certainly better than any app or microsite viewed in 3D glasses!“ (September 17, 2014 by Think Digitally).
In addition to the Porsche sound while it is moving through the various scenarios, visitors can immerse themselves in a soundscape featuring the background sounds of a city, speedway and mountain road when the car is not on a drive.
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.