Porsche has opened up a trendy, museum-like installation in Manhattan that’s a must-see for enthusiasts of the storied German automaker. Here, the term “pop-up” denotes that it is not a permanent destination, and not (unfortunately) that the Porsche pop-up store sells Porsche-themed pop-up books. Too bad.
This Porsche pop-up store is called “The Sound of Porsche: Stories of the Brand,” and is meant to educate visitors about the dense and colorful history of the automaker through – you guessed it – the use of sound. The Porsche pop-up store is split into a Sound Lab, Media Stations, and a Design Corner. The Sound Lab section of the Porsche pop-up store is devoted entirely to the iconic 911, and invites visitors along on a virtual ride in a 911 with the sonic accompaniment of a spirited dash through the mountains, a drive through the city, or a race on the fabled Nürburgring. The Porsche pop-up store also features a film called “From Draft to Drift – The Porsche 911” to highlight the design, engineering, and quality of the firm’s most famous sports car.
The Media Stations section of the Porsche pop-up store offers visitors 16 different video presentations, each telling one significant story from the brand’s history. These feature such Porsche racing drivers as Mark Webber and Patrick Dempsey. Finally, the Porsche pop-up store Design Corner invites visitors to draw a sketch of what they associate with the Sound of Porsche. The best sketch will win its maker a free trip to Stuttgart to see the headquarters of the automaker.
Porsche North America CEO Detlev von Platen says of the store: “The Porsche pop-up store supplements existing marketing activities in a new way. It will further increase awareness for our brand in close cooperation with the local Porsche centres.” As if anyone out there hadn’t already heard of the Porsche brand. Still, for a Porsche enthusiast, or even the mildly curious, the Porsche pop-up store offers an immersive, sonic way to learn about – and enjoy – the brand.
The Porsche pop-up store opened on September 15 and will run until October 5, when it packs up to head to London and Shanghai.