Austin Germain
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“The Sound of Porsche” Opens Today In Manhattan

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"The Sound of Porsche" pop-up shop at 446 West 14th Street, New York, NY

“The Sound of Porsche” pop-up shop at 446 West 14th Street, New York, NY

Yesterday, Porsche launched “The Sound of Porsche,” a pop-up store in Manhattan that is designed to resemble a modernized record store and is intended “to transport consumers to the true essence of Porsche” (I never realized that “true essence” was a destination, but okay).

If you weren’t there, that’s because the debut was a private invitation-only event, which was hosted by Angela Simmons (aka Rev Run from Run-D.M.C.’s daughter, as seen on the MTV reality series Run’s House). But today the store officially opened its doors to the unwashed masses (aka you, the customer), and will remain open for the next three weeks, before closing on October 5, 2014 (hours are 10 am – 6 pm).

The "Sound of Porsche" experience will be open to the public in Manhattan until October 5

The “Sound of Porsche” experience will be open to the public in Manhattan until October 5

Located at 446 West 14th Street, New York, NY in Manhattan’s Meatpacking District, the store features what look like old record bins but are actually Media Stations where visitors can strap on some Bose QuietComfort® 25 headphones and watch videos on all things Porsche. The video highlights range from “Electrifying Performance” and “One of Us,” which feature Porsche racecar drivers Mark Webber and Patrick Dempsey discussing the automaker’s rich racing history, to “A Porsche Goes to Hollywood,” which looks at Porsches in film with host Sally Carrera (aka that anthropomorphized Porsche 996 motorcar from Cars that Lightning McQueen falls in love with).

It’s a “pop-up” shop, meaning it’s a temporary display that’s being set up in an area where the rent is high, and (hopefully) so is the income of the average walker-by. So Porsche is fishing for rich young urbanites who are easily wooed by the sight of a record store (aka the wealthy hipster demographic).

The Porsche Sound Lab, powered by Bose audio

The Porsche Sound Lab, powered by Bose audio

In addition to the media stations, there is also a Sound Lab Virtual Drive Experience powered by Bose, which allows users to experience the Porsche 911 Carrera 4S Coupe through sound and visual mapping. Additionally, The Design Corner area where people can “draw what the sound of Porsche means to them,” and then upload their artistic interpretations of Porsche noise to social media via “#soundofporsche.” The winner of the best design gets a free trip to the Porsche Musuem in Stuttgart, Germany.

The Media Center feature what look like albums but are actually featured videos about the Porsche brand

The Media Center features what look like albums but are actually featured videos about the Porsche brand

“The Sound of Porsche allows us to connect with new people in new ways.  We are taking people on a sensory journey,” said Andre Oosthuzien, the Vice President of Marketing for Porsche Cars North America, Inc. “By creating a modern day music store, we are enabling individuals to experience Porsche through telling video. Passersby can relax while taking in the films that signify the Porsche Brand experience.  It’s a unique way of telling our story.”

New York is just the first stop for The Sound of Porsche, which will also be traveling to London and Shanghai.