Destination Porsche

Hybrid automotive retail, 2019

Why

The automobile industry is undergoing a disruptive change: it is becoming increasingly rare for customers to come to a car dealership to inform themselves and then buy. More and more research and purchases are being made online. The customer expects the consultant to be able to take over exactly where the customer’s preliminary research ended. Face-to-face communication must be revitalized: more experience, more emotions and more digital features are required. Digital experiences and human interaction are decisive success factors for retail. The advantages of stationary retail are combined with those of digital technologies. Retail is becoming a hybrid retail experience. Open for customers, enthusiasts and meeting point for the Porsche community. The brand experience is in the foreground. The »point of sale« becomes the »point of experience«.

How

The Customer Journey runs along thematic modules that can be flexibly installed and converted by the Porsche Centres. This makes it easy to adapt the interior to regional or individual specifications. Depending on the customer environment – be it the sales outlet on the outskirts of town, the City Store, the Mobility Hub, a branch in the countryside or the flagship store in Shanghai – the Centres can be individually adapted to the needs of the customer and the respective market. The modular construction kit allows each investor to define the optimal configuration for his market. Thus, a new hybrid and flexible infrastructure is created from the fusion of gastronomy, event and sales areas.

What

MUTABOR is developing a new global retail concept for Porsche, a global guideline for the rollout and the first retail pilot in Palm Springs, California. The new architectural concept makes Porsche the central meeting place for the Porsche community, announces new target groups and heralds a paradigm shift in automotive retail. The design logic for the interior and exterior is based on a modular system that can be individually combined and scaled. Global specifications can thus be implemented with the highest degree of precision – with a maximum of individuality. The fusion of gastronomy, event and sales areas creates a new hybrid and flexible infrastructure. The new Porsche Retail concept is oriented towards the customer experience. At its core, it remains modular and flexible and is therefore future-proof. The further development of the modules or the exchange of modules is envisaged right from the start.

Porsche opens up

The dynamic entrance atmosphere signals openness. One aim of the concept is to establish the Porsche Centres of tomorrow as places to experience. To eliminate all psychological barriers from the outset as well as to make the fascination of the Porsche brand with its history, engineering, design and milestones tangible for all visitors, the ground floor is an open and inviting exhibition area. It is fully accessible and can be used as an event location for the community.

The Glimpse enhances the standard facade with a vehicle showcase on the upper floor. An integrated LED wall can be used to announce events and specials.

Facade concept

Like the Porsche vehicle design, the iconic Porsche Center facade has been further developed and enhanced to ensure an impressive appearance. The signature element of the new facade is the remarkable entrance portal. The lamellas, which fan out, create a generous view into the Porsche Center and set a new standard in exterior design.

Facade concept

Derived from the vehicle design of the Porsche 911, the new signature facade gives an interesting glimpse of the inside. Two significant features of the Porsche vehicle design served as the inspiration for the new facade concept: the LED light strip spanning the vehicle tail, and the upward folded rear.
Like the Porsche vehicle design, the iconic Porsche Center facade has been further developed and enhanced to ensure an impressive appearance. The signature element of the new facade is the remarkable entrance portal. The lamellas, which fan out, create a generous view into the Porsche Center and set a new standard in exterior design.

Derived from the vehicle design of the Porsche 911, the new signature facade gives an interesting glimpse of the inside. Two significant features of the Porsche vehicle design served as the inspiration for the new facade concept: the LED light strip spanning the vehicle tail, and the upward folded rear.

Vehicle exhibits

The Racing Line, intended to resemble both main street and a race track, displays one representative of each of the current model series. It connects all products and topics. Like in a city, visitors gain more exciting insights into the Porsche world at every turn. Side streets showcase additional cars, whereas module blocks present theme-specific exhibitions.

Porsche Square

The Porsche Square is the central location for events. It is located in the centre of the building, with direct access to the Porsche Lounge. As an intersection to all modules, it offers the ideal community space for events and functions, also through the large LED wall.

Modular concept

»Customer Journey,« the customer’s journey, runs along thematic modules that can be flexibly installed and converted by the Porsche Centres. The interior can thus be easily adapted to regional or individual characteristics. In terms of content, the modules refer, for example, to current product highlights, electro-mobility or used vehicles. A further focal point is the lounge area with a newly designed lounge, where customers and fans of the brand can meet and exchange ideas.

Skills

Architecture, Facades, Interior design, Furniture and Exhibit development: Conception and design planning (HOAI LP 1–3), Implementation and Detail planning (HOAI LP 5), Artistic Site management, Project documentation

3D guideline development and preparation, Pilot testing New construction and Refurbishment

In cooperation: Light, Media and Support structure conception