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Porsche has widened it's product range with the introduction of the Cayenne, the third product line after the 911 and Boxster. The new design of the Porsche showroom in Leusden had to encompass this widening target market. The showroom should reflect the passion and emotion of the brand. It needed to include a lounge area, bar, atelier, shop, reception, and delivery area, while retaining the maximum number of cars inside the showroom as possible. The idea was to create an environment that reflects the passion and emotion within the Porsche brand. The design must reflect the rich racing history of Porsche, the luxury of the cars, their technical and engineering qualities, and include non-owners enthusiastic about the Porsche brand. Initially we completed brainstorms with Porsche management based on core emotions of Porsche. For the meetings we produced short films based on emotional values. It was important to reach conclusions on the pure emotions of car, driver and brand, before starting the design process. The moodboard for the Porsche brand is complex, including a wide range of expectations. The realization of a dream, independence, success, luxury, design-classic, and masculine energy are all core emotions, and the design is reflecting these. The basis of the design is to use only long, low rectangular elements to complement the curves of the cars. The colours used are mostly a palette of blacks, metals and whites. Materials used contain elements of strength and engineering. Our design respects the existing corporate guidelines. Great attention was paid to the detail and finish of the materials, with elements such as chairs, lamps and carpeting being simple in design but made of the highest quality. |
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