Dr. Ing. h.c. F. Porsche AG: Formula E Brand Appearance E-Village


Architecture, Best Brand Architecture



Concept Summary

#STARTFROMZERO In 2019, with the #startfromzero campaign, Dr. Ing. h.c. F. Porsche AG enters the E-Village “Drive Zone” of the Formula E in season 5. Be it Rome, Paris or Berlin – the modular event kit ensures a uniform brand presence worldwide. Porsche presents itself progressively, dynamically and openly towards a young and urban target group. Visitors can dive into the World of Porsche and experience its innovations, history and electromobility’s state-of-the-art. The progressive architecture in its extraordinary form is a signpost for the future of Porsche’s mobility. The area measures 12 × 22 meters offering a space for exhibits, events, and attractions. The architectural concept with its spatial distribution of the Central Building, Plaza and E-Pavilion is the brand’s response to the current requirements of flexibility and modularity. The two spatially separated elements can be combined with each other, whereas the lively Plaza forms their center. When the lights go on at night and the LED lighting makes the roof float, you can sense the lightness of the architecture. The metallic-white surface disentangles from the structure and the boundaries between sky and roof surface begin to blur. This branding – like the interactive content of the stations – is designed for visitors from 1 to 99 years old. Each guest can find their own avenue to the brand and products. 100% reuse of all components, small packaging volume, low weight and an assembly without auxiliary means were the premises. Moreover, the 100% recyclability of all elements after the planned 3 years of use was just as important as the reuse of the components.

Agentur für Markenträume GmbH
Dr. Ing. h.c. F. Porsche AG
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