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.
