What it had to solve
Offer customer-centric brand experiences to Porsche customers and fans in Singapore beyond the traditional dealership.
The idea
Split the showroom in two: a casual store where you learn about cars over coffee, and a curated gallery that celebrates 'soulful driving'.
How it works
The new 'Porsche NOW' pop-up at Guoco Tower offered cars information over coffee and consultation. At Mandala Club, a publicly accessible space on the ground floor held 'Curvistan', themed periodically by curator Stefan Bogner of Curves Magazine, the first theme being 'Legends'. Its centrepiece was the actual Porsche 550 Spyder that won the 1954 Carrera Panamericana, driven by Hans Herrmann, shown in Singapore for the first time, with Porsche Museum archive visuals and eight vintage TAG Heuer watches.
What it did
The Marketing-Interactive report, published at launch, gives no visitor or sales results. Porsche said Singapore is a regional lighthouse because of its openness to innovation, its digitally immersed populace and its affinity for entrepreneurship.
Background
In January 2023 Porsche Singapore launched the Porsche NOW pop-up at Guoco Tower and an experimental space at Mandala Club. It said the two were part of a promise to keep delivering customer-centric brand experiences while exploring new retail formats.
The exhibition, Curvistan, is themed periodically by curator Stefan Bogner and celebrates 'Soulful Driving', the joy of the journey over the destination. Its first theme, 'Legends', honours Porsche's most iconic race cars, led by the 550 Spyder that won the 1954 Carrera Panamericana and by archive visuals hung above a selection of eight vintage TAG Heuer watches. The collaboration follows a Porsche-themed activation at the private members' club the month before.
Why it lands
A rare, real race car draws visitors who might never enter a showroom.
A members' club puts the brand in front of an already curated community.
A separate casual store lowers the pressure of a traditional car purchase.
What you can take
A car brand can build desire by showing one real historic object in a space people choose to visit, not only by selling cars.
Since then
The report records only the launch and the earlier collaboration with Mandala Club.
FOLLOW THE EVIDENCE
The sources
- Porsche SG goes down the immersive pop up route with Guoco Tower store marketing-interactive.com