Porsche Studio Cheongdam

The “Porsche Studio Cheongdam” in Seoul, South Korea, officially opened its doors in June 2019. ClassiCon models, such as the Selene Pendant Lamp and the Sedan Lounge Chair, are key elements of the innovative interior concept.

“How do you sell cars in the era of digital anonymity and a social shift in values?” This was the question that stood at the beginning of the project. For many years now, online configuration has reduced personal contact with customers; the sharing economy is changing mobility behaviour, and status symbols like cars are losing value. For retailers, all of these challenges are not easy.

With the “Porsche Studio” concept, the Munich based creative office Designliga has given an answer to the question about the car showrooms of the future. Symbolically and in an exclusive inner-city location, the Porsche brand now invites customers to where identity becomes a holistic experience with all the senses: their own homes. The aim is to create a personal relationship between customer and brand. Brand values become an experience through interactive narratives of the brand history and interpersonal contact as well as the spatial atmosphere.

The latter also gets its character from the modern and simultaneously warm look of the ClassiCon designs chosen for the furnishing: Sedan Lounge Chairs and sofas from the Munich Series, in combination with the Saturn Coat Stand and Selene Pendant Lamp, establish a harmonious and complete picture.