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EAGERS Automotive and Porsche Centre Brisbane have opened Australia’s first Porsche Studio concept store at Eagers’ new Automall West at Brisbane’s Indooroopilly shopping centre.

The retail concept combines vehicle displays with a configuration lounge, private cafe and merchandise outlet, and offers test drive bookings for clients. The space is designed to put a focus on showcasing Porsche innovation and maximising customer convenience.

Porsche Cars Australia managing director and CEO Daniel Schmollinger said the Brisbane studio was in line with Porsche’s retail formats evolving for the future.

“We opened our first ‘Destination Porsche’ dealership late last year, and now our first Porsche Studio,” he said.

“These new and exciting touchpoints give us different ways to interact with our Porsche owners, both new and existing.

Eagers Automotive CEO Keith Thornton, Porsche Australia CEO Daniel Schmollinger, and Porsche Centre Brisbane dealer principal and group general manager of Automall Wst, Marco Kim

“The Porsche Studio is a great place for like minded people, be they Porsche owners or fans, to meet and interact with our brand, products and technology.”

Porsche Studios are urban retail sites with a focus both on prospective customers having a high-quality experience and enjoyable opportunities for contact with the brand and products.

As part of its ‘Future Retail’ concept, Porsche said it is aiming to reach out to new, younger target groups, as well as its existing customers.

It said that the basic idea behind this was to bring the product offering to the customers and not the other way around.

Porsche Studio Brisbane is the 20th Porsche Studio opened globally since 2017, and the first to be located in Australia. The first in the South-East Asian region was in Bangkok in March 2019, which was also the world’s seventh studio.

Australia follows the previous Porsche Studio in South East Asia at Hanoi. The Vietnam theme was a focus on “excellent hospitality and shining a light on local creatives”.

It was designed not only to allow visitors to explore the cars on show but as a “dedicated space for art installations and exhibitions by local artists who reflect the company’s innovative spirit and commitment to sustainability.”

The Hanoi studio will also be used as an event space and visitors will be able to immerse themselves in Porsche’s heritage and learn more about the company’s drive towards electric mobility.

Like the Australian studio, Hanoi has a separate area where a team member can guide customers through the configuration and purchase process in an undisturbed and private atmosphere.

Its innovative configuration table allows people to work through the list of options themselves and can be used as a projection surface for viewing a configured vehicle in augmented reality.

Porsche Destination Charging, a global charging network with AC-charging points installed at exclusive lifestyle locations, is also set to become part of the Hanoi facility.

Porsche head of brand management and partnerships, Deniz Keskin, said of the Hanoi studio that “it offers an easy way to immerse yourself in the Porsche brand.”

“With these attractive touchpoints, visitors experience what Porsche is all about in relaxing and inviting surroundings. Within the next months and years, we will roll-out the thinking behind this concept across all our retail locations.”

Besides the Hanoi studio, the Porsche Studio Tainan City in Taiwan is also based on the new concept.

The Taiwan centre is a bigger, glass-fronted facility with a specially curated library and artwork.

By Neil Dowling

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