Porsche is set to tap into the premium retail environment of Leeds’ Victoria Gate shopping mall with a new pop-up brand experience centre with “no overt sales process in place”.
Despite being hosted by staff from JCT600’s Porsche Centre Leeds the ‘Porsche Life’ facility – the first of ten to be created across the UK – will aim to immerse visitors to the newly-developed retail quarter through a series of interactive experiences.
The pop-up experience, which opened on January 20th and will remain open to visitors until March 16th, includes an exploration of the ‘Sound of Porsche’, gesture control screens that open up the world of Porsche, along with various opportunities to get closer to the unique character of the company and its cars.
A statement issued by Porsche GB said that the facility has been “Created and managed by Porsche Cars GB” but is hosted by colleagues from Porsche Centre Leeds.
It added that "There is no overt sales process in place. Each Porsche Life Experience is designed around the concept of an innovative, urban meeting point, and to share a coffee and the Porsche spirit with fellow enthusiasts".
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.”
Following the success of the ‘Sound of Porsche’ touring international cities including New York, London and Shanghai during 2014, the concept of introducing Porsche to new fans in imaginative ways is well proven, Porsche GB said.
Now the philosophy is set to be extended to more locations in the UK with a total of ten shops planned over the next two years, each open for approximately two months.
The venues next in line span the breadth of the country and include Brighton, Dundee, Hull, Liverpool and London.