Introduction
Porsche: where tradition meets innovation, evolution meets revolution.
This is a brand that has shaped the history of sports cars like no other. On its 70th birthday, Porsche exhibited its unrivalled tradition of seven decades of sports car construction and pioneering spirit, but also gave an impressive preview of the future that engaged visitors and brand lovers.
The Challenge
It’s a challenge to celebrate the anniversary of such an iconic brand as Porsche and develop a concept that combines brand, history, the Porsche Museum and its collection of vehicles. The aim here was to bring everything to life for a national and international audience at the DRIVE Volkswagen Group Forum in Berlin. We built our concept through a consistent design and an informative implementation, one that focused on the theme of ’70 years of Porsche’ and expressed it a manner befitting this iconic brand.
What We Did
Uniplan created an exhibition that fascinated its visitors by presenting the essence of seven decades of sports car construction and showing stories and milestones through which Porsche has decisively shaped the development of sports cars from 1948 to the present.
The exhibition wasn’t only devoted to the sophisticated technology and the unmistakable design of the Porsche brand. It also shed light on the legendary pioneering spirit and enthusiasm of the people behind it. Selected narratives conveyed the emotions surrounding the development of these outstanding sports cars and provided insights into fundamental values and special moments.
How We Delivered
Tangible. Puristic. Emotive.
10 themed exhibits showcased the history of Porsche and revealed various elements of the brand and its products.
Each theme offered a new perspective and formed the basis for the central idea behind the presentation. Starting with the first Porsche, visitors were able to explore the milestones of sports car development and various other key aspects. The visionary and pioneering spirit of Ferry Porsche worked as a connecting line through the exhibition.
The theme islands were individually equipped with digital and analogue media to tell the stories.
Lightness and elegance were central attributes of the exhibition design to interpret the brand's appeal and make it accessible to the visitor. Filigree frames around the vehicles and interconnected light installations were woven throughout the exhibition space, creating a dynamic aesthetic, as well as a sense of flow. The 1,300 square meters and modularity of the architecture emphasised the clarity and simplicity of the design, which placed the cars centre stage.
Diving into 70 years of sports car history and the intensive exchange with the museum staff was a very exciting and challenging task.
