Porsche opens pop-up store with Sound Lab in New York hot spot

With the theme "The Sound of Porsche: Stories of the Brand" Porsche has created a completely
new, interactive brand experience with its first stop in New York City for three weeks. The sports car manufacturer from Stuttgart has opened an exclusive pop-up store in the style of a modern music store in Manhattan's trendy Meatpacking District and invites visitors to discover Porsche and its fascinating sports cars in various ways. The store opening was
celebrated on 15 September 2014 – moderated by fashion icon Angela Simmons and with guests including Porsche works drivers Brendon Hartley and Patrick Long, as well as actor and racing driver Patrick Dempsey, who has been a firm part of the Porsche motorsport family since 2013 with his team Dempsey Racing.

"The new marketing format enables us to connect with young and young-at-heart visitors in an appealing way. We are helping these people to better understand the brand through unusual stories", says Bernhard Maier, Member of the Executive Board for Sales and Marketing at Porsche AG, explaining the idea behind this temporary happening. This interactive brand experience enables visitors to explore the technical top performance and stylish design of Porsche in
depth. Bernhard Maier: "It is an innovative way of telling and experiencing the story of our brand."

Detlev von Platen, CEO of Porsche North America, is also convinced by the unusual way of presenting the brand: "The 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....

More infos downloading press release