The Sound of Porsche
How does premium engineering sound?
The Stuttgart-based heritage sports car manufacturer has been a staple in the European Auto industry for 75 years, marrying iconic design with impeccable engineering for global motoring enthusiasts. Our work with the brand revolved around the creation of an interactive customer experience, breaking down showroom barriers with an acute sonic strategy.
How did our sonic work translate Porsche brand values to consumers?
Through a variety of pop-up experiences in Manhattan, New York, West London, United Kingdom, Moscow, Russia, Seoul, South Korea, and Shanghai, China, we collaborated with the Porsche team to bring the driving experience to life with a set of multi-sensory sound-forward events. Focusing on the “Soundlab,” our work revolved around visitors' experience taking a virtual drive in the Porsche 911. Drivers were given the option of circuits in Miami, Nürburgring, and Kaunertaler Glacier Road to experience the power of premium engineering. Paired with 3D state-of-the-art visual mapping, viewers experienced 7.1 surround sound, bringing the drive to life. Our sound design was composed of field recordings and 6 different layers of engine and environmental sounds, and synced with the video via an app.
Following the sonic principles of iconic, seductive, heroic and beautiful, we created an interactive journey for Porsche fans and new customers highlighting brand values with the Porsche driving experience placed front and center.
How was The Sound of Porsche pop up experience received?
Our work spanned in-person interactive experiences alongside UX/UI app development and detailed generative soundscapes for the brand. Across 5 countries, our “Soundlab” and The Sound of Porsche were experienced by +420,000 attendees. Our impactful sonic work received a Red Dot Award in 2015, highlighting the transformative nature of our sonic work on the project.
