Porsche Unveils Innovative Retail Concept at Jewel Changi Airport

Porsche has launched a new lifestyle retail concept at Jewel Changi Airport in Singapore, marking its second retail space following the opening of Porsche Studio Singapore in 2022. This innovative venue aims to deepen connections with the local community and elevate the Porsche brand beyond its traditional sports car roots.

Hannes Ruoff, CEO of Porsche Asia Pacific, emphasized the significance of Singapore as a hub for the brand’s forward-thinking initiatives. He remarked, “Porsche at Jewel is a continuation of this pioneering spirit, a space designed to spark curiosity, invite discovery, and deepen our connection with the region and beyond.” The new retail space is strategically located next to Jewel Changi Airport’s iconic Rain Vortex and Forest Valley, enhancing its visibility and appeal.

Design and Experience at Jewel

The design of the new space has been curated by Stefan Bogner, founder of Curves magazine and a dedicated Porsche enthusiast. The interior features a warm Hellelfenbein color scheme, reminiscent of classic Porsche vehicles, combined with the vintage Pepita houndstooth pattern. A feature wall showcases vibrant imagery in the exclusive ‘Paint to Sample’ shade of Mintgrun, creating an inviting atmosphere.

Visitors can navigate through four distinct zones within the retail space: Cafe Carrera, the Culture Garage, the Porsche Lifestyle store, and a future reception area for the upcoming Porsche Experience Centre (PEC) Singapore, which is set to open in 2027. Each zone is designed to engage customers in different aspects of the Porsche lifestyle.

Culinary and Cultural Offerings

Powered by Baker & Cook, Cafe Carrera offers a menu inspired by famous road trip routes. Signature sandwiches include a layered tomato and mozzarella creation paying homage to Italy’s Stelvio Pass and a salmon and cream cheese dish reflecting California’s Highway 1. Limited-edition macarons showcase a spectrum of colors from Porsche’s Paint to Sample palette, infused with local flavors that highlight Singapore’s culinary heritage.

At the Culture Garage, a striking red 911 Carrera is featured in a rotating exhibition space, set against the backdrop of Joo Chiat Road’s historic shophouses. This area emphasizes Porsche’s commitment to celebrating its heritage while also engaging with local culture.

The Porsche Lifestyle store showcases a variety of apparel, accessories, and seasonal collections. A highlight of its debut is a collaborative capsule collection with local artist Tiffany Lovage, designed to celebrate Singapore’s 60th birthday. The collection features original artwork inspired by the city’s beloved coffee culture.

Beyond retail, Porsche at Jewel serves as a preview for the upcoming PEC, which will feature a 2-kilometer handling track. When completed, part of the Jewel store will transform into a reception area for the PEC, providing visitors with a taste of Porsche’s renowned hospitality before they embark on exhilarating driving experiences.

Customers visiting the new space can benefit from amenities such as two hours of complimentary parking, available through the Porsche Privilege programme, and electric vehicle charging at the on-site Porsche Destination Charging lots.

Porsche at Jewel Changi Airport is open daily from 10:00 to 22:00. This innovative retail concept not only showcases the brand’s commitment to lifestyle marketing but also reflects its evolving identity as a comprehensive lifestyle brand that continues to captivate a broad audience.