Porsche auf Sylt is a new showroom concept. Designed as a place of desire for motorsport and design enthusiasts, the brand becomes host and welcomes visitors as personal guests. The retail concept integrates the elements of hospitality, Porsche Design Shop and Porsche Drive (car hire) and also includes a small workshop. Temporary exhibitions and partnerships provide an array of brand references from different perspectives, and form a core element of the space and event concept. By inspiring discussion and ideas, attracting new visitors and encouraging repeat visits, they strengthen the ties with diverse target groups. As part of a multi-channel sales concept, Porsche auf Sylt concentrates on purchase initiation, acting as a bridge to the Porsche Centres. The car configuration process plays a leading part in the showroom concept. Visitors can approach a car configuration in different ways: in a playful digital way, using the augmented reality app or virtual reality experience, or as a personally assisted configuration, opening a vast store of samples and offering an immediate experience of all available interior options. The sales area spans 360 m² over two floors, with patio and terrace. The interior design covered all phases of performance from design draft to implementation, and included development of furnishings and every aspect of end-to-end styling. The layout reduces barriers, decentralized sales areas invite visitors to explore both floors.