How do you define retail today?
For many brands, retail is still a transactional space — a showroom, a point of sale, a place where the relationship starts and ends with purchase. But Porsche is rewriting the script. Retail is becoming an ecosystem of touchpoints, each designed to inspire, connect, and make the “yes” easy: yes to stepping inside, yes to starting a conversation, yes to making a first purchase, or yes to booking that once-in-a-lifetime driving experience.
Last year, Porsche opened the Porsche Studio Singapore in the heart of the city — an immersive space where the brand lives in an urban lifestyle context. This week, another strategic chapter has been added: Porsche at Jewel, right in the world’s most awarded airport.
Positioned across from Changi Terminal 1’s arrival hall and just steps away from the iconic Vortex waterfall, it’s a place where the brand relationship can begin straight off the tarmac.
The space itself is multi-sensory, organised into four zones:
- Café Carrera by Baker & Cook – lifestyle meets taste.
- Culture Garage – a creative hub for brand storytelling.
- Porsche Lifestyle Boutique – curated products to take the brand home.
- Reception for the upcoming Porsche Experience Centre Singapore – extending the journey from airport to racetrack.
This is retail of the future in action:
- Own the touchpoints – be present where your audience moves, travels, and dreams.
- Nurture the pipeline – start the relationship early, long before the first drive.
- Create aspirations – from coffee to collectibles to driving experiences.
- Make the “yes” easy – seamless transitions, perks, and convenience built in.
Porsche isn’t just selling cars. They’re building a lifestyle entry point, growing the brand relationship one touchpoint at a time.
As luxury retail evolves, the question becomes: how many brands will dare to meet their customers not just in showrooms, but in the everyday spaces where life happens?
