Taking over from the temporary Porsche Center Richmond pop-up location in Aberdeen Mall, which had opened its doors during construction last year, the new Destination Porsche Center is set to open at the Richmond Auto Mall in 2022. The new concept is characterised by its emphasis on brand experience and inspiration, its flexibility and use of digital media for individualised communication.
The architecture concept reflects Porsche’s heritage and innovation. The signature element of the new aluminum facade is the remarkable entrance portal. Two significant features of the Porsche vehicle design served as the inspiration for the new facade concept: the LED light strip spanning the vehicle tail, and the upward folded rear. Derived from the vehicle design of the Porsche 911, the lamellas, which open up in partial areas, create a generous view into the Porsche Center and set a new standard in exterior design. The aluminum panels above the main entrance as well as red LED lighting emphasize the dynamics of the concept. The building is ready for the brand’s future, with dedicated electric vehicle charging stations on-site, as well as an electric vehicle battery repair room for servicing the Porsche Taycan and future electric Porsche models.
Meanwhile, the dynamic interior design skillfully reinterprets the unique heritage of Porsche motorsport. The 21-vehicle ground floor is an open and inviting area that is fully accessible and can be used as an event location. The racing line, intended to resemble both main street and a race track, displays one representative of each of the current model series. Like in a city, visitors gain more exciting insights into the Porsche world at every turn where side streets showcase additional cars. As one of the core values, the "community" concept is incorporated into future Porsche Centres with a newly created lounge area where customers and fans of the brand can come together.
The fusion of gastronomy, event and sales areas creates a new hybrid and flexible infrastructure. The customer journey through the dealership runs along various themed flexible modules, such as the Highlight Car, E-Performance and Fitting Lounge. This makes the interior easy to customize towards regional or individual characteristics. Virtual reality applications let customers virtually experience their own car configuration. Touch screens make the products and services of the Porsche brand come alive in an interactive way. Tablet-based vehicle acceptance process, E-signature, online payment and other digital approaches are also elevating the customer in-store journey to a new level.
Porsche Center Richmond looks forward to inviting the community to our much anticipated grand opening in 2022.