Porsche
1
Porsche “I couldn’t find the sports car of my dreams, so I decided to build it myself” Dr. Fredinand Porsche
2
WHY ? QuA was asked to redesign the Porsche showrooms in The Netherlands. The focus of the project was to clarify what the brand promise was and translate that into retail environments. The target was to create pride internally, and to increase traffic through the showrooms.
Initiate
3
4
Research
5
What makes a Porsche a Porsche? Earlier communication used richer imagery, exotic destinations and European touring as a stage for the product.
6
Research
7
Modern communication was more minimal, with a clear focus on engineering excellence. We wanted to create more elements that relate to the brand.
8
Research
9
For some Porsche was a luxury design object, for others a race car for the road. Both characteristics should be reflected in the designs.
10
Research
11
During the project research we drove the new 911 across Europe for one week, and visited the Porsche production plant in Leipzig.
12
Research
13
We held workshops using visuals to come to an understanding of the brand, the product and the customer.
14
Concept
15
The ‘Valueboard’ is the essence of the brand and is the basis for the design work to follow. It reflects customer expectations, and brand deliverables.
16
Materials should be matt, as the cars are gloss.
Applied graphics should represent our cultural heritage.
Flooring should be asphalt and rough in contrast to the car.
Explore
17
The design should contrast the round forms of the cars.
Furnishings should have engineered details.
White furniture against the silver and blacks of the cars.
From the valueboard we create design guidelines that will compliment Porsche products.
18
Explore
19
The“History wall� - part of the retail concept - uses model cars to illustrate the story of the Porsche brand.
20
Explore
21
Personalising your car in the Atelier.
22
Explore
23
A modern lounge at the center of the showroom creates a relaxing environment for coffee and browsing through colour charts.
24
Explore
25
Final selection of materials, furniture and fittings.
26
Explore
27
Porsche racing posters recreated in aluminium.
28
Production
29
The ‘motosports wall’ - racing posters recreated in aluminium.
30
Production
31
The white lounge, a quiet place to overview the showroom.
32
Production
33
Monotone posters reflect the heritage of the brand.
34
Production
35
Details and materials were high quality to reflect the engineering qualities of the Porsche brand.
36
Production
37
The Porsche pitbox above the racing circuit at Zandvoort.
38
Production
39
We introduced a partnership with Martini, Porsche and the racing circuit to create a unique experience for club members.
40
Production
41
DVD produced for club members based on the racing victories of Porsche.
42
Production
43
A Driving Academy was a weekend training school for Porsche owners, enabling them to be taught new skills from ex-Le Mans Porsche racing drivers.
44
Production
45
To generate traffic the showroom was used for special events with partners such as TAG Heuer - here celebrating the 75th birthday of Steve McQueen with the launch of a new watch.
46
Production
47
Our philosophy and designs were bound in a limited edition box-set, produced especially for the Porsche management in Stuttgart.
48
For more information please contact: QuA Associates Grasweg 61 1031 HX Amsterdam The Netherlands P: +31(0)20 494 6565 F: +31(0)20 494 6500 E: info@qua.nl www.qua.nl