Porsche Experience Studio
With UNStudio [Amsterdam] designed the experimental Porsche Studio in Changsha, China. It is the world's first exclusive virtual art gallery by an automotive brand.
Role
Spatial Designer
Brand Strategist
Tools
3D: Rhino, Renderer
2D: AutoCAD, Illustrator
Material Specs
Timeline
Design: - Aug, 2022
Built: - Dec, 2022
context
Design Brief
Client: Porsche (China) Motors Limited
Location: Changsha, China
Building surface: 318 m2
Building volume: 2,029 m3
Programme: Retail Store, facade and interior concept
design
UNStudio, as the design specialist, in relationship to Porsche Retail Changsha Stakeholders
Brand Research
Porsche Retail is about the Experience
Porsche has its brand strongly associated with luxurious, sporty
racing cars that hold a significant place in popular culture. As
its business develops, grasping its brand value and
consumer demographics becomes instrumental in shaping the
future. Through demographic market research, we have discovered
that Porsche's audience in China no longer fits the stereotypical
image of Porsche enthusiasts but instead comprises
a younger and increasingly female demographic community.
Situated in Changsha, China, this Porsche Studio epitomizes a
novel retail concept that centers on creating experiences and
fostering a sense of community. The evolving retail landscape
integrates the physical stores with the
digital art , establishing itself as the world's first
exclusive virtual art gallery initiated by an automotive brand.
180+ Porsche Centers in China, and it's still growing.
10% of global sold Porsches is electric
30% Of Porsche sales to be online by 2025
36 years old is the average age of Porsche buyers in China.
47% Porsche buyers in China are female.
Design Strategies
The New Retail Experience is Beyond Shopping
In response to the dynamic and multifaceted landscape of contemporary retail, our design prioritizes adaptability. We strive to infuse flexibility and diverse atmospheres by leveraging cutting-edge technological components, offering a range of experiences through virtual environmental shifts. Rooted in Porsche's distinctive brand identity, this diversity awakens various senses and perceptions associated with Porsche, further elevating its brand relevance within popular culture among young people in China.
Spatial Adaptivity
Brand Storytelling
Retail Digitalization
Design Concept
Adaptivity in Porsche Cafe, Customization, and Experience areas
Attract:
Porsche Cafe
Porsche Café appeals to both car enthusiasts and coffee lovers. Even none of them describes you the best, it's a cool space to hangout and meet friends.
Seduce:
Porsche Customization
Wanna something personalized? Here we go. Have a Porsche car all by your preference. Interactive Car parts are displayed and customers can try on or compare at first glance in the customization section.
Convince:
Porsche Experience
With the hero car on display and virtual art gallery for the porsche community, Porsche Experience brought you the real driving experience and its community.
Simultaneously, the cornerstone lies in comprehending the
motivations of the local customer base. The
adaptive space connects
Porsche cafe, Porsche Experience, and Porsche Customization, providing options of Porsche owners' community event or
engaging with a broader audience.
As we design, we imagined multple scenarios that can serve more
Porsche Owner Community's need and attract more potential
customers, meanwhile, the space remain open for creative ideas
with the curtain configurations.
Plan Layout
Design Details
Wood Panels &
Silver cabinet
The walnut wood panels follow the Porsche AG guideline that unifies Porsche retails globally. The brushed silver cabinet introduces a sleek vibe and futuristic touch to the woody environment.
Curtain & Glass
With curtains for Adaptivity, interior material choices align with the visual language of curtain, the choice of glazed fluted glass recaptured the pattern of the curtain. Neutral touch of floor and ceiling sets them back and directs attention toward the central level, where activities take place and individuals interact.
Lighting
Special lighting object is designed for highlighting Porsche cars for guest experience.
Thoughts
Working with Clients
In this globalized world, we operate on
an international scale. Our UNStudio is based in
Amsterdam, and we collaborate with Porsche China in weekly
meetings. Porsche China also delivered comments by Porsche AG in
Germany. As the project evolved, we worked closely with dealers,
specialized consultants, and contractors in Changsha. On the
other sides, we suggested lighting and furniture manufacturer
from Belgium and Italy. As architects, we played roles of
coordinators and problem-solvers in this larger global
team. We initiated the project from its inception, committing to
achieving multiple milestones along the way.
Maintaining a two to three months' overview projection proved to
be a valuable practice. Simultaneously, our team is highly
dynamic, and team members are involved in multiple projects,
requiring us to set priorities and engage at various stages of
each project. Joined the team from the beginning, I've observed
how our project manager expertly assembles a team that
leverages each member's skillset and aligns it with the
project's needs. I'm consistently inspired by the dynamism and
the unique energy that each team member contributed.
