It is just one of many activations by Porsche in the lead-up to the Porsche Experience Centre in 2027
Setting up shop in any country requires a few critical considerations.
Certainly, hard elements like a strong brand equity (the brand needs to have the clout to pull people to visit it), a clear direction and foresight are just the tips of the iceberg, but soft skills like cultural sensitivity are required too.
Most importantly, it needs to be able to create the 'want' in people, which from what we can see so far, is everything Porsche excels in.
Apart from the familiar lohei festivities, the CNY lunch gathering hosted by Porsche Asia Pacific at the Porsche Studio Singapore unearthed some interesting nuggets of news for the coming few years too.
See also: Porsche Experience Centre Singapore to open in 2027
It's clear that Porsche has got it spot-on with its strategy and synergy with the Singapore Tourism Board to transform Singapore into even more of a luxury travel destination hub for fans of the sportscar brand, both within the region and without.
Don't forget Singapore also plays host to the Formula One Grand Prix, which saw almost 270,000 attendees in 2024. So, it wouldn’t be entirely remiss to expect that Porsche’s initiatives could encourage some of these petrolheads to stay-on for longer in Singapore.
See also: A whirlwind 90mins drive at the Porsche Experience Centre Silverstone
The brand made its mark with several firsts for Singapore in 2024 following the opening of the Porsche Studio Singapore experiential facility at Guoco Midtown in the CBD (Porsche Roughroads display in front of the Porsche Studio Singapore pictured above).
For starters, Gardens by the Bay played host to the global launch of the electric Macan (pictured above), which was broadcast all over the world. This was followed in quick succession with the convening of a global Porsche dealer event that saw 1,800 participants from all over the world converge on our island-state.
Following that, the brand announced the impending 2027 opening of the 90,000 sq m Porsche Experience Centre Singapore (artist's impression above), which would feature dynamic circuit, service facilities and naturally, an immersive experience for Porsche-philes from all over the world – it would be easy to access too, given its proximity to the Changi Airport.
Porsche has redefined the automotive retail experience in Singapore with diverse dynamic and cultural activations for its passionate fans, including the recent one for Singapore Art Week 2025 (pictured above is Red Hong Yi with her specially-commissioned work: “The Red Thread: Past, Present, Future”)
See also: Going electric at the Porsche Experience Centre Hockenheimring
Because a lot of what the brand is attempting is new and cuts across many government and business jurisdictions, the team has been forced to think outside of the box in creating solutions for issues that wouldn't have existed in the traditional automotive retail sphere.
Due to open at Jewel in the second half of 2025, 'Porsche at Jewel' will feature rotating car displays, café treats by Baker & Cook, as well as Porsche Design and Lifestyle collections for mallgoers.
We reckon there are quite a lot of possibilities, because it could even become a potential aftersales-service drop-off/pick-up point for Porsche owners departing (and returning to) Singapore – drop your Porsche off before your business trip, pick it up when you return etc.
'Porsche at Jewel' could even double as an exclusive pre-departure or arrival lounge for owners or overseas visitors to the Porsche Experience Centre Singapore to use before their flights, with transfers to the different terminals and to the Porsche Experience Centre Singapore.
This latest venture is just part of a long and fruitful partnership between Porsche and Changi Airport Group, following activations such as the “Driving Tomorrow” pop-up experience in 2021, the Vexx-painted Vision Gran Turismo concept car display at the Jewel Rain Vortex fountain in 2024 (pictured above), and Porsche’s ongoing support of the ‘Changi Millionaire Experiences’ promotional campaign.
According to the latest published figures in January 2025, footfall at the iconic retail complex Jewel Changi Airport grew by 10 per cent in 2024 compared to 2023, setting a new record of more than 80 million visitors.
“At Porsche Asia Pacific, we are proud to have the opportunity to create a new cutting edge location. With ‘Porsche at Jewel’ at Changi Airport, we aim to set best-in-class experiences, seamlessly integrating our brand into the lifestyles of our discerning customers. This visionary space also aligns seamlessly with Changi Airport’s reputation as a world-class travel hub, creating a home away from home for the Porsche community, both here and beyond,” said Mr. Hannes Ruoff, chief executive officer, Porsche Asia Pacific.
"We are happy to bring our partnership with Porsche to a new high and elevate the visitor experience at Jewel and Changi Airport. Together, we have delivered many novel pop-up activations here at Jewel over the years; the addition of Porsche’s first permanent point of experience not only injects a new category to Jewel’s retail landscape, but more importantly, further anchors our luxury offerings. When ‘Porsche at Jewel’ opens later this year, visitors can look forward to a transformed and elevated experience,” said Mr. James Fong, chief executive officer, Jewel Changi Airport Development.
