Porsche creates interactive shopping mall experience

Porsche has devised a pop-up brand experience centre at Leeds' Victoria Gate shopping centre, the first of ten that the brand intends to roll out across the UK.

Porsche Life pop-up: debuts in Leeds
Porsche Life pop-up: debuts in Leeds

The Porsche Life pop-up, which launched at the end of January, will remain open until 16 March. Created and managed by Porsche Cars GB, the Victoria Gate experience is hosted by colleagues from Porsche Centre Leeds.

Guests experience 'Porsche Life' via interactive experiences designed to span the breadth of the German sports car manufacturer’s identity. These include insights into the iconic 911 coupe, the racing heart in the spirit of the 919 Hybrid LMP1 race car, and also hints towards the exciting future direction of the company with the Mission E, the first all-electrically powered four-seater Porsche.

Other features include an exploration of the ‘Sound of Porsche’, gesture control screens that open up the world of Porsche and other opportunities to get closer to the unique character of the company and its cars.

These different aspects are presented in the context of a living room, kitchen, lounge area and home office - with each of these motifs designed to hint at how 'Life' with Porsche could look. 

There is no overt sales process in place, with the Porsche Life Experience designed around the concept of an innovative, urban meeting point, where people can share a coffee and the Porsche spirit with fellow enthusiasts. Models such as the Panamera Turbo - the fastest four-door saloon around the Nürburgring race circuit; the 911 Turbo S - the definitive everyday supercar and latest generation of the 1970s Turbocharged innovator; and 718 Cayman S - the benchmark, mid-engined two-seat coupe in its segment, are also on show. 

Visitors can also seek out further information and assistance from the Porsche Centre Leeds, where staff can arrange separate test drive opportunities. 

Ragnar Schulte, general manager, marketing, Porsche Cars GB, said: "Porsche Life offers every visitor the opportunity to explore first-hand the stories and legends that underpin the Porsche brand. Whether looking into the Porsche future or admiring today’s iconic sports cars, the blend of a bespoke, innovative environment offering digital interactivity is designed so guests of all ages, fans, enthusiasts and customers, can feel welcome to have a chat over coffee."

There are a total of ten 'Porsche Life' shops planned over the next two years, each open for approximately two months. The venues next in line include Brighton, Dundee, Hull, Liverpool and London.

In November, Porsche opened its second experience centre in the USA, situated in Los Angeles, California. In October, Jaguar Land Rover launched a store at Westfield Stratford City, in partnership with digital retail company Rockar, that puts customer experience and transparency first.

Comment below to let us know what you think.

For your daily hit of news from the brand experience community, weekly brand and inspiration updates or your monthly trend download, register and subscribe to Event and our bulletins.