Two main points make this project an important one for anySCALE. The first was that this showroom, located in Beijing’s Sanlitun area, was Porsche’s first inner city showroom ever, and therefore an exciting branding “experiment” for us to be a part of. The second was that this project was officially anySCALE’s second project ever.
The concept behind these smaller, inner city showrooms was to focus more on user experience and brand promotion, rather than simply selling cars. This is in contrast to the traditional idea of car showrooms which are usually larger and located on the outskirts of cities. The concept for this showroom came from the branding company Avantgarde Consulting Shanghai, with anySCALE working mainly on project design and implementation. The first floor was dedicated as a showroom / exhibition space, displaying only a few special cars, while the second floor was an event space housing a bar, cinema and kid’s area.
对anySCALE而言，这个项目拥有十分重要的意义，一是位于北京三里屯的这家展厅，是保时捷有史以来首个城内展厅，能够参与到这个前所未有的"实验"项目中，是令人兴奋且难忘的。此外，该项目亦是anySCALE正式成立后负责的第二个室内设计项目。
这个相对规模较小的城市展厅背后，是品牌策略的巨大转型；与传统规模较大、地理位置多数在城郊的汽车展厅相反，城市展厅将其将重心偏向于优质的用户体验及品牌推广。展厅的设计理念来自上海品牌咨询公司Avantgarde Consulting，anySCALE主要负责项目的室内设计和实施。展厅一层用于展示及展览空间，仅展出些许特殊车款，二层则全部用作活动场地，内设酒吧、电影院和儿童活动区。
