Porsche’s latest experiential space at Jewel Changi Airport promises to captivate hearts, minds and appetites
"Your first Porsche does not need to be an actual car,” says Yannick Ott, director marketing at Porche Asia Pacific (pictured below), at the opening of the brand’s new “Porsche at Jewel” experience store, which is strategically located right next to the entrance of the Rain Vortex and Forest Valley.
He continues: “It could be a Porsche model car or any other merchandise true to our story and sold here, and we will even have special collaborations with local designers to create products that add a uniquely Singaporean flavour. Porsche at Jewel was conceived as an inclusive retail and lifestyle space that brings the brand to a wider audience and welcomes them into a warm and home-like embrace.”
The inaugural capsule collection at the Porsche Lifestyle store is a new partnership between Porsche Singapore and local artist Tiffany Lovage to commemorate the Lion City’s 60th year of independence in 2025.
See also: PEC Singapore slated for a 2027 opening
Lovage’s limited-edition artwork is inspired by the nation’s kopi culture and reimagines community warmth with Porsche’s design DNA.
See also: Porsche Studio Singapore offers an immersive brand experience
Due to its prime position at Jewel Changi Airport, Ott expects that it will be a point of interest not just for the local crowd that throngs Jewel on the weekends, but also regional and international travellers, especially those in town for the Singapore F1 weekend this coming October.
Many of us “Porschephiles” prefer to have Porsche remain our private indulgence, but the brand has embarked on a journey of conquest that has seen it open immersive and experiential spaces with which to grow its brand footprint.
In addition to the Porsche Studio Singapore (at Guoco Midtown) showroom and the recently opened Porsche at Jewel, things are full steam ahead for the opening of the Porsche Experience Centre Singapore (or PEC Singapore for short) with its race-track and aftersales facility in 2027. Once it is up and running, Porsche at Jewel will serve as a strategic gateway for travellers between Changi Airport and the PEC Singapore.
Back at Porsche at Jewel, the brand’s multi-sensory experiential space is divided into four zones: Café Carrera by Baker & Cook, the Culture Garage, a Porsche Lifestyle merchandise store and an upcoming reception area for PEC Singapore (pictured above).
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Taking centre stage is the “Culture Garage”, which serves as a dynamic showcase area that features seasonal highlights, themed collections and rare vehicle displays, which keeps the vibes fresh for returning guests.
Instead of the sound of tortured tyres and screaming engines, visitors to the Jewel mall will be led by their noses, thanks to the smell of lovely baked delectables wafting forth from Café Carrera.
More specifically, in addition to the regular menu, Café Carrera will also feature a Paint-to-Sample macaron collection and six sandwiches (pictured above) inspired by legendary road trip routes from around the world, such as Italy’s Stelvio Pass and the USA’s Highway 1, for instance.
Put together by Porsche enthusiast Stefan Bogner, founder and creative force behind Curves Magazine, a cool feature wall features evocative imagery from drives across the Southeast Asian region and beyond, juxtaposed with exclusive stories from inside the Porsche vault.
From Hellelfenbein (Light Ivory) to the Mintgrün (Mint Green) colourways, the design elements of the space are inspired by Porsche cars and their trim levels, including heritage colours and the Pepita “houndstooth” pattern.
According to Ott, every aspect of the warm and welcoming space has been tweaked to create an ambience that is rooted in Porsche’s storied heritage.
