Porsche redefines the automotive retail space here with the Porsche Studio Singapore, an experiential lifestyle concept at Guoco Midtown
Porsche Studio Singapore, Guoco Midtown, Singapore - It is a fine line between effortlessly cool and try-too-hard but uber-cool Porsche takes the chequered flag in the space race with the spanking-new Porsche Studio Singapore, its experiential lifestyle retail concept spread across two storeys and about 8500 sq ft at the Guoco Midtown.
Upon entering most car showrooms, visitors often come face-to-face with an imposing welcome counter and a bench of salespeople playing judge and jury. The pressure to buy a car is pretty intense the moment one steps into the retail space hunting ground, with precious little opportunity for casual browsers to properly experience the brand’s essence.
Porsche Studio Singapore’s emphasis is on the emotional over the empirical. After all, one can only (rightly) marvel at the magic of the brand’s storied history by experiencing its sportscar fascination in a chill environment, right in the heart of the heritage Bugis district.
See also: 911 Dakar sets up camp outside the Porsche Studio Singapore as part of Roughroads pop-up
If an automotive brand intends to situate itself out of the familiar Leng Kee stretch and in a lifestyle belt, it has to channel the appropriate lifestyle vibes too, as opposed to creating just another conventional car showroom.
This is something Porsche has admirably accomplished with the Studio. If you are in the vicinity, your nose will lead you on a beeline for the Studio as it is overwhelmed by the intoxicating scent of freshly-baked confectionery and newly-brewed coffee.
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Instead of an intimidating panel of salespeople, you are greeted by the welcome sight of Cafe Carrera’s (operated by Baker & Cook) decadent display of sweet and savoury bites, with free-and-easy indoor or al fresco seating available.
The emphasis is really on free and easy because you are free to browse the Studio while waiting for your food and drink to be prepared. There is merchandise on the ground floor, with dynamic car displays — one free-standing and the other in a caged car lift.
Why “dynamic”? These displays can be changed to tie in with specific model launches or merely to highlight a particular theme for that period and mind you, these are not necessarily models that need to be flogged off — they can be historical or one-offs that are displayed for interest’s sake.
What if you really do need assistance? Porsche Pros are on hand to talk you through the latest features or configuration options if so desired but their presence is always discreet and unobtrusive.
You will quickly appreciate that they’ve figured out when to swoop in … and when to give you your space. Fret not, they will not circle you like predatory vultures as you move around the Studio.
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For those who prefer a little less pedestrian buzz, the upper level is a welcome refuge from the hustle and bustle of the ground floor, with a dedicated Cafe Carrera station for you to indulge your coffee, cake and croissant fancies.
The Studio is home to an eclectic, arty look-book mood mix of lifestyle and fashion that pays homage to all things Porsche, but it is never overkill. There is good seating capacity, with spaces for quiet contemplation and more importantly, contract signing as well as areas for more car displays. Best of all, it is completely modular and can be configured to suit the needs of different styles of events and dialogue sessions.
The Porsche Studio Singapore space fosters a sense of community because it brings like-minded people together to connect over a common passion for the brand.
It is hard not to be swept up in the wave of enthusiasm as you watch your pals tackle the Sepang Circuit on the racing sims (in a Porsche, of course) or check out the latest concept, limited edition or art cars that frequently make a stop at the Studio (such as the Vision Renndienst we've also featured).
With new Porsches costing upwards of $400,000, not everybody can afford one. However, one should still dare to dream, because the Studio gives everyone a chance to enjoy a slice of the Porsche pie (both figuratively and literally).
This encompasses partaking in Porsche-inspired baked goods (with accompanying 911-shaped medallions of butter), browsing the trendy wearables or simply ogling the latest limited edition merchandise collaborations.
On weekends, there is a convivial, almost carnival atmosphere to the Studio, as petrolhead pilgrims from all corners of Singapore converge on the lifestyle space to either join in the event festivities or use it as a meeting place.
Some may lament the fact that they do not own a Porsche but we reckon the greater tragedy is not daring to dream at all.
