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Porsche

Porsche

“I couldn’t find the sports car of my dreams, so I decided to build it myself”

Dr. Fredinand Porsche

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WHY ?

QuA was asked to redesign the Porsche showrooms in The Netherlands. The focus of the project was to clarify what the

brand promise was and translate that into retail environments. The target was to create pride internally, and to increase

traffic through the showrooms.

Initiate

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Research

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What makes a Porsche a Porsche? Earlier communication used richer imagery, exotic destinations and European touring as a

stage for the product.

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Research

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Modern communication was more minimal, with a clear focus on engineering excellence. We wanted to create more

elements that relate to the brand.

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Research

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For some Porsche was a luxury design object, for others a race car for the road. Both characteristics should be

reflected in the designs.

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Research

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During the project research we drove the new 911 across Europe for one week, and visited the Porsche

production plant in Leipzig.

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Research

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We held workshops using visuals to come to an understanding of the brand, the product and the customer.

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Concept

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The ‘Valueboard’ is the essence of the brand and is the basis for the design work to follow. It reflects customer

expectations, and brand deliverables.

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Flooring should be asphalt and rough in contrast to the car.

Materials should be matt, as the cars are gloss.

Applied graphics should represent our cultural heritage.

Explore

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The design should contrast the round forms of the cars.

Furnishings should have engineered details.

White furniture against the silver and blacks of the cars.

From the valueboard we create design guidelines that will compliment Porsche products.

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Explore

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The“History wall” - part of the retail concept - uses model cars to illustrate the story of the Porsche brand.

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Explore

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Personalising your car in the Atelier.

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Explore

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A modern lounge at the center of the showroom creates a relaxing environment for coffee

and browsing through colour charts.

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Explore

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Final selection of materials, furniture and fittings.

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Explore

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Porsche racing posters recreated in aluminium.

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Production

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The ‘motosports wall’ - racing posters recreated in aluminium.

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Production

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The white lounge, a quiet place to overview the showroom.

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Production

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Monotone posters reflect the heritage of the brand.

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Production

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Details and materials were high quality to reflect the engineering qualities of the Porsche brand.

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Production

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The Porsche pitbox above the racing circuit at Zandvoort.

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Production

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We introduced a partnership with Martini, Porsche and the racing circuit to create a unique experience for club members.

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Production

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DVD produced for club membersbased on the racing victories of Porsche.

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Production

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A Driving Academy was a weekend training schoolfor Porsche owners, enabling them to be taught new skills

from ex-Le Mans Porsche racing drivers.

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Production

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To generate traffic the showroom was used for special events with partners such as TAG Heuer - here celebrating the 75th birthday of Steve McQueen with the launch of a new watch.

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Production

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Our philosophy and designs were bound in a limited edition box-set, produced especially for the

Porsche management in Stuttgart.

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For more information please contact:

QuA AssociatesGrasweg 61

1031 HX AmsterdamThe Netherlands

P: +31(0)20 494 6565F: +31(0)20 494 6500

E: [email protected]

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