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Pop up with Porsche

Manhattan experience brings brand stories, virtual driving and design

Published: September 12, 2014, 1:00 PM
Updated: April 29, 2018, 2:29 PM

Porsche pop up 2

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Porsche Cars North America is bringing a "brand immersion experience" to Manhattan for three weeks starting Monday, Sept. 15. The Porsche Brand Pop Up will hit the Meatpacking District with an interactive, multisensory "modernized record store."

The space will transport visitors with The Sound Lab Virtual Drive Experience, The Media Station and The Design Corner, three distinct areas. Of course, there's a shop on-site too, with the Porsche Drivers Selection Store, should you be tempted. One lucky visitor will win a trip to the Porsche Museum in Stuttgart, Germany.

The Bose-powered Sound Lab features the 911 Carrera 4S Coupe brought alive through sound and visual mapping, where visitors can select a metropolitan melody for urban drives, country cadence for a mountain pass or racing rhythm to hit the virtual Nurburgring.

The Media Station highlights a custom record/playlist and viewing highlights including "Electrifying Performance" and "One of Us" featuring Porsche drivers Mark Webber and Patrick Dempsey. The films Porsche Exclusive - The Most Personal Car and A Porsche Goes to Hollywood are also available, with sound through noise-cancelling Bose QuietComfort headphones.

The Design Corner is a "blank canvas" where visitors can draw what the sounds mean to them and upload their designs via #soundofporsche. Consumer-generated designs will feature prominently in the space, and the best design will be off to Stuttgart.

"The Sound of Porsche allows us to connect with new people in new ways.  We are taking people on a sensory journey,” said Andre Oosthuzien, Vice President Marketing, Porsche Cars North America, Inc. “By creating a modern day music store, we are enabling individuals to experience Porsche through telling video. Passersby can relax while taking in the films that signify the Porsche Brand experience.  It’s a unique way of telling our story."

The invitation-only grand opening will be hosted by Angela Simmons, a lifestyle brand founder of ANGELA I AM and daughter of Reverend Run of Run-DMC fame. The Pop Up is open to the public starting Tuesday through Oct. 5 on West 14th Street in Manhattan. The Sound of Porsche exhibit will head off to London and Shanghai after its New York debut.