PORSCHE has expanded its pop-up concept with a new store now open in Melbourne.

The ‘Porsche Now’ pop-up concept, introduced in Australia this year, is described as an immersive and experiential experience combining design, technology and lifestyle. 

Porsche Cars Australia (PCA) said it gives Porsche customers and enthusiasts “the opportunity to experience Porsche’s innovation, luxury and lifestyle at Melbourne’s premier shopping and lifestyle destination, Chadstone.” 

The pop-up, which opened on November 1 and will remain open until March 15 next year, features the brand’s latest models, hands-on workshops, and Porsche Lifestyle products within a curated space designed to ignite curiosity and celebrate the Porsche DNA.  PCA CEO and managing director Daniel Schmollinger said the Porsche Now pop-up concept had evolved into an immersive and unforgettable brand experience.

“It has captivated both loyal customers and passionate Porsche enthusiasts,” he said.

“With its new location at Chadstone, Australia’s premier shopping and lifestyle destination, we’re thrilled to elevate the Porsche experience even further.

Daniel Schmollinger

“This new setting offers our community a dynamic opportunity to connect with the brand and discover the lifestyle products that Porsche offers, especially as we approach the festive season.”

It shows special Porsche models including a 2025 ‘exclusive manufaktur’ 911 Carrera GTS, the new electric Macan, a selection of classic models, alongside other distinguished models from past and present. In continuation of its celebrated partnership, it will also feature the Porsche exclusive coffee blend produced in collaboration with Melbourne coffee roasters, St. ALi, that’s exclusively served in official Porsche centres.  

Porsche lifestyle and Porsche Design collections include official Martini Racing and Porsche Motorsport replica collections to Porsche Design sunglasses.

PCA said the Chadstone pop-up is the only Porsche Now outlet in Australia. However, more could be planned for Australia although PCA is yet to release details.

Porsche Now, which has units constructed from reusable modules, was started in 2018 in parallel to the more permanent Porsche Studio concept which began a year earlier. There are more than 30 studios around the world and there have been more than 50 pop-ups activated globally.

Unlike the factory-backed studios, Porsche Now is a collaboration between dealers. In the Chadstone example, the participating dealer is the brand’s dealership group in Melbourne, Brighton and Doncaster.

 The pop-up is at the entrance of Chadstone’s ground floor in the luxury precinct at Shop G041/1341 Dandenong  Rd, Chadstone Victoria with free public access through to Sunday, March 15, 2026.