‘Porsche Now’ Pop-up Shop Opens in Taiwan
Each Porsche pop-up shop is customized to best reflect the interests and tastes of its host city.
Pop-up shops are the latest trend in shopping culture. The modular stores can be broken down and re-constructed anywhere with relative ease allowing businesses to go where the people are. Consequently, businesses are then able to catch potential clients they ordinarily would not.
Porsche recognizes that not everyone in the market for a new vehicle is interested in coming to a dealership. And the iconic car maker looks to change that with its exciting new “Porsche Now” pop-ups. The latest one is making the rounds in Taiwan.
Porsche’s latest venture opened last month in Taipei’s Xinyi District and marks the genesis of Porsche’s rolling shop concept in which the pop-up will visit major cities across Taiwan over the next two years. After Taipei, the shop will make a stop in the historical capital of Tainan.
“The sales pop-ups are a great opportunity to bring new target groups closer to the brand and establish contact with them in a fast, appealing and market-specific way,” says Marco Kana, Porsche’s Director of Sales.
Humble Beginnings
Porsche’s pop-up concept started in 2018 in Blumenau in Brazil. After its initial success, the brand went on to open its first pop-up under the “Porsche Now” moniker in Richmond, Canada.
While Porsche Now may be new, cities across the world have received a visit from a Porsche pop-up shop, including cities like New York, London, and Shanghai. Porsche even set-up shop atop the snowy Alps.
Porsche hopes that its innovative tactics will result in a whole new demographic by featuring lifestyle merchandise, car exhibits, and interactive displays at each location. Customers can also experience “configuration lounges,” which allow visitors to select materials and colors as part of vehicle configuration.
Market researchers tailor the individual pop-ups to best fit the local target population and ensure the largest possible reach. As a result, each store carries with it a unique edge. When Porsche visited Brooklyn, a town known for its musical talent, Porsche presented “The Sound of Porsche: Stories of the Brand.” Similarly, in the Alps, Porsche encased a Cayenne in a snow-globe like structure. They also offered a snow-covered off-road obstacle course. Wherever the location, the possibilities are endless, and Porsche will no doubt continue to thrill.
What Porsche is doing is truly innovative for an auto manufacturer. Porsche’s Taiwan tour is just the latest example. But then again, we have come to expect nothing less from Porsche.
Photos: Porsche