To celebrate fashion week and to raise brand awareness, Porsche has set up a unique gallery they are calling, “The Sound of Porsche”. It’s located in NYC’s Meet Packing district, right near the 14th street elevator for iconic High Line elevated open-air park. Honestly, you would have no idea what the exhibit is about from their press release. The blurb reads: “The Sound Of Porsche: Stories of the Brand” transforms space in Manhattan’s fashionable Meatpacking District into a modernized record store – to transport consumers to the true essence of Porsche.”
Porsche’s appeal to their core customer has been based, over the decades, on superb engineering and motorsports racing success. Calling attention to the marque (brand in ad-speak) using this multi-sensory display is new and has the goal of adding customers who have never explored Porsche before.
The visitor to this gallery is greeted by attractive, young women dressed in the artsy NYC all-black uniform – right down to Keds-like black sneakers. On the walls are iconic posters that celebrate Porsche’s many racing successes. There is a Euro-Style coffee bar with espresso, soft drinks and bottled water offered free for the asking. These refreshments can be enjoyed while sitting in soft, orange colored chairs and sofas. A library of books and pamphlets about Porsche are arrayed on shelves – most are as free as the refreshments.
Along the front walls, arrayed like old-time vinyl record stores are 12X12 inch record jackets with titles and photography that encourage the visitor to pick them up and them “play” them on a computerized display system, listening through BOSE headphones. Some “records” tell the story of Porsche’s ad campaigns. Others celebrate the design process. Still others talk about the various clubs and events that fans enjoy throughout the world.
Inside a small glass enclosed booth is a real all white Porsche 911 – clad with material upon which the curious can project images of the car racing along a race track, through a classy urban setting or through the Alpine mountains. All of the imagery is accompanied by the sound of the Porsche flat six cylinder engine at full song. You can even press a button to activate the “sound package” – an option on new Porsches that accentuated the engine’s bark. Pretty cool!
Lastly, there is a chalkboard wall where you are offered the chance to draw your impressions of the sounds of Porsche. At first, this sounds like a silly idea, but that may be a minority opinion as several guests were lined up, sketching and smiling. The best drawing will earn the artist a free trip to Germany to visit the Porsche museum so call up your inner Picasso could be an award winning idea.
Of course, there is a small goodie store on the side where the smitten can buy a piece of Porsche memorabilia but it’s done tastefully and there is no hard sell.
The exhibit runs through October 5th so hurry if you want to see this unique exhibit before it moves on the London and then Shanghai.