The disposable of South Koreans ranks among the highest in all of Asia, and nowhere else is this more palpable than in Cheongdam, arguably the leafiest neighbourhood in the capital Seoul. As the home turf of the city’s upper crust, the area is known for its plush homes, teeming nightlife, and last but not least, the country’s most abundant offerings in term of luxury retail. For a top segment brand such as Porsche this easily qualified Cheongdam as the preferred location for their latest showroom. The German car manufacturer secured a top spot alongside Dosan-daero, a busy thoroughfare lined with plush office towers and residential buildings, and occupies a 1,060 sqm. (11,410 sq.ft.) unit spread across two levels of the soaring Samsung Life Cheongdam Square Building. For quite some time, Porsche is stepping up the connectivity with its client base, and following high-profile launches in far flung places such as Milan and Bangkok, the so-called Porsche Studio Cheongdam opened its doors as the company’s eighth flagship outpost.
The new showroom, designed by Munich-based design practice Designliga, obviously isn’t your regular car showroom, and that’s instantly visible when entering the premises. Setting a new standard for automotive retail, the traditional showroom has become a swanky and immersive lifestyle space with homey traits. Featuring seating and display areas awash with custom-made furnishings. Obviously, that’s not all. Embedded in the innovative retail format is the latest hi-tech, captured by free-floating and rotatable LED walls and create different spatial setups; a relaxing atmosphere is provided by digital ambient screens which heighten the brand immersion. At the Interactive Heritage Wall and by exhibited racing vehicles, customers can experience the Porsche brand heritage with its history of motor sports. On the first floor, major current and future Porsche products are on display. Additionally, customers can individualise their dream car in the Porsche Exclusive Manufaktur corner, for example via digital augmented reality clay models.