Porsche NOW pop-ups reshape luxury car shopping experience

Porsche NOW redefines customer engagement with immersive pop-ups in urban areas, blending innovation, AR, and sustainability. Discover the future of retail.

Since its debut in 2018, the Porsche NOW pop-up format has steadily reshaped how the brand interacts with potential customers. With more than 50 installations worldwide—from London and Vancouver to Sydney and Taipei—Porsche is taking its retail strategy directly to where people are, blurring the lines between showroom and cityscape.

Maryam Djavadi, who has led Porsche’s Customer Experience division since summer 2024, sees this format as part of a broader effort to bring the brand closer to customers—both physically and emotionally. Under the motto “Be where I am,” Porsche is prioritizing high-traffic urban locations, moving beyond traditional dealerships to meet people where they live, work, and explore.

Each Porsche NOW is a unique expression of the brand, operating for several weeks or months and focused on initiating that all-important first connection. Visitors can explore models, receive consultations, and continue their journey at a nearby Porsche Center. Far from competing with dealerships, these pop-ups—run by local retail partners—are directly integrated with existing centers, creating a seamless experience across touchpoints.

Activations play a central role. In London, a four-week installation hosted 16 events, including live painting sessions. In Canada, five Porsche NOW locations launched simultaneously to support the new electric Macan. These immersive experiences turn casual city strolls into meaningful brand interactions.

Porsche is also leveraging technology to elevate engagement. Tools like augmented reality applications help customers visualize their ideal car in real-world settings, turning the purchase journey into something interactive and memorable.

Measuring success isn't straightforward. Djavadi emphasizes that purchases rarely follow a first visit. Porsche tracks metrics such as visitor footfall, lead generation, and conversion rates. Backed by their AI-driven Market Potential Intelligence tool, the company identifies promising locations by analyzing customer, market, and dealership data.

Sustainability is another core pillar. Pop-up elements are locally sourced and reused whenever possible. For example, a structure used in Munich in 2023 was later rebuilt in Berlin. Porsche aims to minimize its environmental footprint while delivering impactful experiences.

The momentum continues in 2025, with new Porsche NOW locations opening worldwide alongside the expansion of Porsche Studios. The brand is also exploring multisensory retail formats—experiences that engage sight, sound, touch, taste, and smell.

Porsche NOW isn’t just about showcasing cars. It’s a dynamic platform for customer engagement, creative collaboration, and first impressions. And with more innovation on the horizon, its journey has only just begun.

Source: porsche.com