Porsche Announces A “Multisensory Pop Up” In Manhattan

If you’re anything like me, when you first read our headline you probably scratched your head and asked what the heck is a “multisensory pop-up” and what does it have to do with Porsche? I know I did. Even now, after reading the full press release (a copy of which you’ll find at the bottom of this post) I’m still a little less than certain.

Here’s how it’s described, “at this interactive multisensory brand experience, visitors are immersed in displays of the innovative performance and design that defines Porsche’s senses. The event space is divided into three areas: The Sound Lab Virtual Drive Experience powered by Bose, The Media Station, and The Design Corner.” The release then goes on to describe each of the three areas and what to expect from them.

The Sound Lab Virtual Drive Experience powered by Bose®

THis are features the iconic Porsche 911 Carrera 4S Coupe. The 911 exemplifies Porsche’s commitment to design, innovation, quality and excellence as portrayed in one of the featured media tracks titled “From Draft to Drift – The Porsche 911”. Visitors experience the 911 through sound and visual mapping, selecting a metropolitan melody (urban drive), country cadence (mountain pass) or racing rhythm (the Nurburgring).

The Media Stations

Located throughout the experience center each station introduces guests to a custom record / playlist of both music and video created by Porsche. The videos feature Porsche race car drivers such as Mark Webber and Patrick Dempsey, Porsche employee and personalization specialist Boris Apenbrink as well as Sally Carrera (our favorite cartoon Porsche).

The Design Corner

Of the three areas, this is the one we’re the least unsure of. Porsche calls it a “blank canvas” where visitors can draw what the sound of Porsche means to them, then upload their designs to social media via #soundofporsche. How do you draw the sound of Porsche? For those who are able to do so, the creator of the best design will receive a trip to the Porsche Museum in Stuttgart, Germany. That alone seems worth it.

So What Is It, Really?

Once you distill this “multisensory pop up” down to its essence and read the quote from Porsche’s VP of Marketing in the press release below, it makes much more sense. Launching at the height of “fashion season” in NY, Porsche is going to take advantage of the trendy location and influx of influential buyers and consumers that come into town to market their cars. More specifically, they’re going to market them using customized soundtracks and films that tell Porsche’s story in a unique way to people that they might not otherwise reach. In other words, Porsche wants to expand their audience. The pop-up isn’t meant for your existing Porsche enthusiast. It’s designed to create new ones.

Will You Go?

If you live in the NY area (or you’re visiting it) will you go to this event? If so, let us know what you thought of it. There’s an invitation only grand opening today, September 15th. Then, on the 16th, it opens to the public from 10am to 6pm EST. Scheduled to run for three weeks, the pop up will close up shop on October 5th. You can find it at at 446 West 14th Street, New York, NY 10014 in the Meatpacking District. Don’t worry, if you miss NY, you’ll have a chance to see it in London and Shanghai later in the year.

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Porsche launches “The Sound of Porsche” – A three-week, multisensory pop up in Manhattan

New York. Porsche Cars North America announces the launch of The Porsche Brand Pop Up in New York City on Monday, September 15, 2014. “The Sound Of Porsche: Stories of the Brand” transforms space in Manhattan’s fashionable Meatpacking District into a modernized record store – to transport consumers to the true essence of Porsche. At this interactive multisensory brand experience, visitors are immersed in displays of the innovative performance and design that defines Porsche’s senses. The event space is divided into three areas: The Sound Lab Virtual Drive Experience powered by Bose, The Media Station, and The Design Corner – where one participant will win a trip to the Porsche Museum in Stuttgart, Germany. Visitors also have the opportunity to shop at the on-site Porsche Drivers Selection store.

The Sound Lab Virtual Drive Experience powered by Bose® features the iconic Porsche 911 Carrera 4S Coupe. The 911 exemplifies Porsche’s commitment to design, innovation, quality and excellence as portrayed in one of the featured media tracks titled “From Draft to Drift – The Porsche 911”. Visitors experience the 911 through sound and visual mapping, selecting a metropolitan melody (urban drive), country cadence (mountain pass) or racing rhythm (the Nurburgring).

The Media Stations through the experience center introduce guests to a custom record / playlist created by Porsche. Viewing highlights include ‘Electrifying Performance’ and ‘One of Us’ which feature Porsche racecar drivers Mark Webber and Patrick Dempsey. Other curated Porsche enthusiasts include Boris Apenbrink featured in ‘Porsche Exclusive – The Most Personal Car’ and Sally Carrera in ‘A Porsche Goes to Hollywood.’ The films signify what the Porsche brand experience means to them in the form of an audio and film perspective. Each media station features advanced noise-cancelling Bose QuietComfort® 25 headphones, so that participants can completely lose themselves in Porsche.

Lastly, The Design Corner area serves as a “blank canvas” where visitors can draw what the sound of Porsche means to them, then upload their designs to social media via #soundofporsche. Consumer-generated designs are featured in the space, and the winner of the best design will receive a trip to the Porsche Museum in Stuttgart, Germany.

“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.”

Launching at the height of fashion season in NYC, the pop up’s invitation-only grand opening on September 15 will be hosted by fashion powerhouse and music royalty Angela Simmons, namesake of the ANGELA I AM lifestyle brand and daughter of legendary rap artist Reverend Run of Run-DMC. The Sound of Porsche will be open to the public from 10am to 6pm EST, September 16 through October 5 located at 446 West 14th Street, New York, NY 10014 in the Meatpacking District. New York is the first stop for The Sound of Porsche, which will also be showcased in London and Shanghai.