Porsche x Clerkenwell Design Week

Amplify + Porsche drive design DNA to its limits for Clerkenwell Design Week…

Challenge

Clerkenwell Design Week is the UK’s leading independent design festival, and celebration of the best design and engineering from around the world.

As a proud partner of the festival, Porsche wanted to showcase how its latest designs continue to drive the brand - and electric brands - forward. They also wanted to inspire a new generation of creatives and aspirational drivers.

We challenged ourselves to create an installation that highlighted not only the design brilliance of Porsche engineering but also an experience that perfectly showcased the beauty of the Taycan Cross Turismo.

Insight

Porsche's principle has always been that function and beauty are inseparable.

So, we got right to the heart of the Taycan’s electric motor to turn one of the car’s most minor design details into a beautiful installation celebrating the car and its performance.

Strategy

Knowing Porsche wanted to connect with a more youthful demographic and the next wave of creative leaders, we set out to tell a story that appealed to core Porsche lovers and the new Luxurians.

As well as being cultural magpies and conscious consumers, this new audience isn’t into gimmicks and searches for value, function, and form.

By revealing the purity of the car’s design, we could humanise the practicality of the Taycan Cross Turismo without diminishing the beauty or excitement of experiencing a Porsche.

Solution

Introducing the Porsche Taycan Cross Turismo: Driven by design.

“It has always been a principle of our company that function and beauty are inseparable.” Dr Ferry Porsche

Traditionally, car stands are functional sales spaces.

But to bring Dr Ferry Porsche’s principle to life, we needed to reimagine what a car stand could be and how it could be more of an engaging experience for the audience.We built a shrouded enclosure around the Taycan Cross Turismo that encouraged surprise and delight moments to highlight its most iconic features, such as the unmistakable Porsche fly line.

The shroud invited further discovery and established inherently shareable moments of the car itself.

Alongside our technical production partners, Diagon, we designed a space that told the story of Porsche’s unrelenting strives to elevate the performance of the car you drive. Inspired by the hairpin-winding at the centre of the Taycan’s electric motor, we created a structural and architectural motif that brought an unconventional and technically complex part of the manufacturing process to life for a curious audience.

We integrated apertures into the shroud so that people could view the Taycan Cross Turismo from every angle. The installation also encouraged guests to create a customised version of the car.

A central installation at the heart of Clerkenwell Design Week 2022, our space set out to challenge visitors’ perception of Porsche design, inspiring them to take a closer look at the beauty driving the next wave of automotive adventure and electric vehicle performance.