Equally inspired by desert boudin tents, traditional wind towers and rising glass skyscrapers of the region, we created an immersive thematic world for Porsche, to celebrate their regional success in.
The second edition of Icons of Porsche sported a safari-inspired look and feel, with the thematic pavilions celebrating Porsche rally history, extensive off-road vehicle customization and experiences, whilst at the same time offering younger audiences Porsche thrill in the gaming realm.
More than 15,000 guests experienced 2 days of classic cars, art & culture, wrapped in a regionally-relevant theme and lots of activations to keep them creative, entertained and connected.
Project feature: Porsche Newsroom
Events, Brand Activation, Spatial, Experience, Branding, Content
AN EXPANSIVE WORLD TO EXPLORE
A MAP GUIDE, MATCHING THE BRAND OVERHAUL FOR THE SAFARI EDITION
Icons of Porsche 2022 consisted of 6 distinct thematic zones, taking guests on a journey from Porsche past to its future, all through a regional lens.
THE COMMUNITY VILLAGE
EXPERIENCE THE PASSION FOR PORSCHE WITH EVERYONE
Designed as a space for connections, the Community Village at Icons of Porsche was a vivid hub of intersections of Porsche communities and partners. The inspiration behind the spatial design were the lively villages across the region, with central courtyards and squares as places of exchange and celebration. This zone welcomed all visitors to explore the passion for the brand and find a piece of Porsche lifestyle for themselves. The selection of classic car models in Community Village provided a view into Porsche’s automotive DNA and celebrated the homage to the region through the festival’s theme.
ONE-STOP SHOP FOR ALL THINGS PORSCHE LIFESTYLE
Extending the Porsche universe through partners, from accessories to clothing, guests were able to take a piece ot he brand home.
DIVERSE COMMUNITIES UNITED AS ONE
Porsche owners and longtime fans and young curious minds were equally engaged with many activities and networking opportunities.
THE ADVENTURE CAMP
a Porsche journey through the desert
Inspired by Porsche’s adventurous side, we created Adventure Camp to reflect the rebellious spirit of offroading, paying homage to rallying history of Porsche and the communities dedicated to enhancing Porsche cars to the next level. Inspired by beduin camps and offroading outposts, the whole zone embodied desert architecture and was full of intricate details and stories behind each of the amazing achievements by Porsche and the community alike.
SOMETHING FOR EVERYONE
Guests took home customized merchandise that visually connected to the entire zone and enjoyed live music from regional acts, such as Bullfunk Jamz and Noon band.
THE SECOND ACT
Equally entertaining as the main stage, but with a more intimate setup, the Adventure stage hosted some of the regions most exciting acts.
THE ART VALLEY
Valley of Porsche dreams
Nested within the adventure side of the festival and inspired by regional architecture, this zone was shaped into a surreal maze of art. The spatial design pushed the boundaries of reality with pop-art inspired architectural elements, creating a dreamy gallery our guests got immersed into.
The community art wall was the final piece of the puzzle, creating a sense of artistic community amongst all guests.
The community art wall was the final piece of the puzzle, creating a sense of artistic community amongst all guests.
THE DESIGN FACTORY
Customization never goes out of style
An elegant, souk-like spatial design was home for all the finer details of Porsche automotive creation at Icons Of Porsche. The Design Factory told a story about the beautiful details that go into customizing Porsche cars and all the lifestyle accessories inspired by the brand’s design principles. Storytelling panels, exclusive material samples and video content engaged guests in a sensory story of heritage, inspiration and celebration.
CELEBRATING REGIONAL ICONS
With Icons of the region, we celebrated regional iconic Porsche vehicles and their owner stories.
A VARIETY OF ACTIVATIONS
The activations of this zone were the most popular, for adults and kids alike, proving that personalization is key to developing brand love.
THE STAGE
ICONIC VIEWS
Connecting the classic and the contemporary, the adventure and the metropolis side of the festival, the stage was a focal point of Icons Of Porsche. Gathering Porsche fans, music lovers and automotive geeks, a perfect setting for everything - from live performances to in-depth talks.
HIGHLIGHT MOMENTS
The fan-packed area welcomed the 911 Dakar to the region, along with special guests, from Jacky Ickx to the top members of the Porsche board, including Dr. Wolfgang Porsche!
THE ELECTRIC FIELD
EXPERIENCE THE THRILL OF A PORSCHE IN-GAME
Inspired by the evolving skylines of the region, we created the Electric Field as a rising metropolis from the sand. Guests could test out the thrilling speed of Porsche cars in-game and marvel at the hall of fame of Porsche’s electric motorsport. Special displays included a sneaker-inspired Porsche Taycan and an AI art activation.
