PORSCHE
911 carrera gts launch
ASTOUND worked closely with Porsche to produce a fully immersive and nostalgic environment that hosted an exclusive media event to launch the 2015 911 Carrera GTS.
Originally built in the 1950s, the Paddock Diner was the focal point of the media launch event where guests could wait for their chance to test-drive the new Porsche. Starting from the exterior, the diner received an overhaul of paint and landscaping to create a new, yet nostalgic, look-and-feel that commemorated the 50’s origins of the legendary raceway. Once inside, guests were throttled into the 50’s-themed diner—which wouldn’t be complete without a healthy dose of chrome alloy and red leather. Additionally, a custom teched-out Airstream trailer was outfitted with high-performance computers to showcase some multimedia assets.
Porsche AG transformed a 40,000 square-foot airplane hangar into a fully branded Porsche experience—complete with a media lounge, sound stage, and custom-designed road course.
Media contacts from around the world received exclusive invitations to attend the launch event hosted in sunny California, where they got a first-hand look at the all-new Porsche 911. The exterior space served as a display of the new 911 models along with older historic models. Inside the airplane hangar, guests were immersed in an all-around Porsche environment that featured lively, elegant graphics and sleek contemporary furnishings to tie everything back to the Porsche brand. The presentation stage featured a rotating platform to display all angles of the high-performance sports car through the duration of the presentations, while the interior workings of the vehicle were projection-mapped onto the exterior.
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