Taking centre stage for two weeks this summer at Mall of the Emirates will be ‘The Sound of Porsche’ interactive pop-up. Starting from June 16 till June 29, the activation, which is based on a modern music store concept will open to the public, inviting them to discover more about the exclusive brand and its high-performance sports cars. Every visitor will also be in with a chance of winning a Porsche for the weekend.
The experiential space will feature a range of Porsche models on display, a design corner, virtual reality headsets and media stations – where visitors can listen to and watch a range of brand stories curated specifically for the activation.
Deesch Papke, Chief Executive Officer of Porsche Middle East and Africa FZE, commented: “Porsche is an outstanding brand with a rich history of meaningful stories to tell. ‘The Sound of Porsche’ pop-up store in Mall of the Emirates is an opportunity to showcase what we stand for and to connect with the public. From learning more about our technical capabilities, design and motorsport achievements, to having the chance to get close to some of our most advanced models, we expect visitors to truly engage with this one-off brand experience.”
During the activation, the Stuttgart-based manufacturer’s ability to create technology for the race track and transfer it to its road-legal cars will be showcased with a life-size replica of the 919 Hybrid race car, which the team infamously won the 2015 FIA World Endurance Championship with. Also on display will be the Cayenne S E-Hybrid and Panamera S E-Hybrid.
Visitors will be encouraged to use the on-stand media stations, where Porsche racing drivers Mark Webber and Patrick Dempsey share their personal driving experiences. In keeping with the motorsport theme, ‘The Sound of Porsche’ pop-up store will offer a live broadcast of this year’s 24 Hours of Le Mans (June 18), considered to be the most gruelling endurance race in the world.
Giving visitors the opportunity to virtually experience the thrill of driving a sports car, the activation will showcase the new Porsche 911, on a race track. Using a virtual reality headset, participants will be able to get familiar with the brand’s most iconic model performing at high speeds.
A design corner will offer visitors an opportunity to showcase what they associate with the sound of a Porsche, by encouraging them to draw their interpretations. The works of art can then be shared on social media networks via #soundofporsche. The participant judged to have the best drawing is set to win a trip for two, to the final race of the 2016 FIA World Endurance Championship, taking place in Bahrain, with flights and accommodation covered.
The Sound of Porsche pop-up store will be set-up in Mall of the Emirates, South Galleria, from June 16 – June 29, 2016.