porsche kundenzentrum, stuttgart, germany

After a number of less successful decades, car manufacturer Porsche hired the Dutchman Harm Lagaay in the late 1980s as head of the design department and brought top man Wendelin Wiedeking back to the company shortly afterwards. The duo streamlined both the designs and the production, which led to the company becoming successful again and selling large numbers of cars. The new zest also had to be reflected in the dealer architecture, for which the new Porsche Zentrum Zuffenhausen in home base Stuttgart was to become the blueprint. The cepezed design that won the international competition has indeed represented the standard for the architectural Porsche Corporate Identity since its realization in 2000. By now, hundreds of branches of this prestigious car brand have been modelled after this customer centre directly beside the Porsche factory. The restrained but high-quality look illustrates the perfection of the Porsche product magnificently. Form, technology and image are an excellent match for each other. Besides a showroom, the building accommodates offices, garage workshops and warehousing. Because the fully glazed display façades of many contemporary car showrooms are just too hackneyed for a stylish top brand like Porsche, the 12-metre high largely closed façade has been implemented as a smooth, stainless steel skin that radiates the same understated perfection as the cars inside. Only the plinth has been implemented in glass. The curved profiled cladding integrates the building naturally into the urban design context and, in addition, echoes the beautifully formed contours of the sports cars inside. With its meticulous detailing, the centre exhibits uncluttered, clear lines without unnecessary decoration, while simultaneously radiating a power of attraction that makes the viewer long for what is on display inside. In doing so, the customer centre primarily projects the feelings that are connected to the Porsche brand. The building and the product are not rivals, but reinforce one another in a natural way. The cars receive natural light during the daytime via large strip windows in the roof, so that they look exactly the same as they do out on the street. In the evenings, the showroom is illuminated by artificial light. The dark floor and backdrop then produce a dramatic effect that makes the cars even more exclusive and desirable. As a result of this project in Stuttgart, Porsche also had cepezed design the Cayenne factory in Leipzig.

stuttgart-zuffenhausen / germany

dr. ing. h.c. f. porsche ag, stuttgart