保时捷广州

Porsche Guangzhou

Completion

Client

Porsche

Location

Guangzhou

Size
17,800 sqm
Design Team
Simon Berg, Wins Zhu, Jude Xu, Zhanzhan Wei, Autumn Yang, Ruby Xu, Najia Wu, Yao Wang
Photographer
Vincent Wu

The newly built Porsche dealership in Guangzhou is part of an ongoing global campaign to attract the next generation of international customers. Porsche entrusted anySCALE with adapting the company’s corporate interior to target the younger, family-oriented Chinese market. anySCALE’s additions help to make the dealership much more than just a place to shop for and buy Porsche cars, by developing a space that provides a unique customer experience. 
The layout consists of two parts: the customer facing areas and the behind-the-scenes workshop areas. Entering the showroom on the ground floor, guests are at the center of a racetrack with Porsche cars at the starting blocks. On either side, visitors can explore a maze of modular structures to learn more about the Porsche story through engaging displays. A highlight of the immersive showroom is the interactive fitting lounge designed by anySCALE, which seamlessly integrates analog samples with digital presentation tools. Here, visitors can customize vehicles with different features and visualize their own tailor-made Porsche. 
Much of anySCALE’s focus was directed to the second floor, where guests are greeted by a warm food and beverage space: a cozy coffee bar featuring dark wood and soft lighting that serves trademark Porsche beverages, and a brighter lounge area with comfortable seating and vivacious plant life. This is just the beginning, however, as the second floor has something to offer for everyone. Young children can play in an activity room housing a big slide, while older children and adults can race around in the driving simulator. Parents can destress with a soothing massage or browse a selection of literature in the library. Versatile and inviting, the second floor is the perfect space for existing customers to relax while their car is being serviced, or for potential customers to hang out with their families after touring the showroom.
By implementing these additional features, anySCALE improves the Porsche shopping experience for Chinese customers while reenforcing the lifestyle aspect of the brand. The Porsche dealership in Guangzhou is a place where you can spend the day with your family and check out some of the finest cars in the world. From the dynamic showroom spaces to the luxurious lounges and activity areas, the experience is one to remember and revisit.  

全新广州白云保时捷中心,是保时捷全球计划概念的一部分。anySCALE接受保时捷委托,完成了品牌空间的室内设计,特别针对年轻化、以家庭为导向的中国市场客群,加入诸多亮点,将其打造为独特的,兼具车辆零售功能的消费体验空间。
整体项目由两部分组成,包括面向客户的互动展示区域,以及后台的工作车间。客户进入一层展厅的主入口,会看到一条跑车的赛道,置身于赛道的中央,两侧是保时捷的品牌展示区,如迷宫般错落交替的模块化结构,对保时捷的品牌故事及产品信息做了全方位的展示。其中最有特点的是沉浸式展厅,透过交互式的配置,达到实际产品与数字演示的无缝对接,在这个区域,客户可以透过互动式的视觉装置,体验保时捷不同车型的特点,也可以为自己挑选车辆的款型及配件。
二层空间主要是客户接待区以及休闲餐饮区。由深木和暖光营造的舒适咖啡吧,提供保时捷专属特饮。然后是配置了休闲家具和灵动绿植的公共活动区。可以满足各个层面客户的需求,年幼的孩童可以在设有大滑梯的活动室嬉戏玩耍;年长的儿童和成人则可以到驾驶模拟器中飞驰一番;大人可以选择按摩器械来舒缓减压,又可以在图书馆内享受闲适的阅读时光。如此功能多样且别具一格的空间配置,为客户在等候车辆交付时提供放松身心的理想空间,同时,也为潜在客户及其家人,在参观完展厅后提供放松休憩的场所。
用巧妙设计为空间赋值,anySCALE致力于为保时捷打造更加符合中国客户的使用习惯,同时注重品牌强化,以及生活方式传递的车辆销售体验空间。在保时捷广州白云中心,顾客可以与家人一起共度美好的一天,其中领略世界顶级车辆品牌的独具匠心,从活力展厅到休憩活动区,为顾客打造独一无二、流连忘返的品牌体验。