What is it like to enter a designer's sketchbook? Porsche was invited to SXSW for the first time and the high-end car brand made its impressive debut with the Porsche Unseen venue, which hosted a series of talks around design and innovation. Not only were the talks captivating, but the themes connected so well with the actual sketchbook-themed design of the space itself.
Bold entry
The building's exterior already made a striking appearance before I stepped foot inside the venue. From a block away, I saw a stark white building covered in with grid paper print, filled with larger-than-life sketches and sticky notes. Outside the entrance, two colorful Porsches -- a 911 Safari concept and a collaboration with sneakerhead/designer Sean Wotherspoon -- gave a taste for what to expect inside.
Concept cars & innovation
Upon entering the venue, I was greeted with several concept Porsches on display. These car prototypes have never been revealed to the public, and although I admittedly do not know a lot about cars (beyond the LEGO Technic cars I have built, including the Porsche 911 RSR), I was totally in awe to see these beautiful cars up close. The cars were spread out to give ample room to walk around and get a 360-degree view without creating bottlenecks. Each concept car had a QR codes which provided more detail about the designs if I wanted a deeper dive.
In one of the talks by Ingo Scheinhütte, Porsche's manager for advanced exterior design, I was amazed to learn that car designers need the foresight of 10-12 years ahead. It takes 4-5 years to create and develop the concept, and the car is on market for 7 years. It turns out that the prototypes surrounding us were visions from over 10 years ago, yet the cars looked so future-forward with their sleek, modern silhouettes.
Porsche's innovative thinking was brought to light in another talk about designing the in-sound experience. Composer Boris Salchow talked about an adaptive music system, where drivers create their own soundscape based on the car's acceleration and speed in an effort to keep drivers safe and engaged. While seeing a video of various soundscape concepts, I was yet again struck by the forward-thinking mindset at Porsche.
An immersive sketchbook (and cookies!)
As I walked past the prototypes to look for a seat, I really felt like I was dropped inside a designer's sketchbook. Life-size copic markers, erasers, and cookie snacks served as seats for people to enjoy the talks. A large iPhone leaned against a coffee mug, and the iPhone screen served as a display to share images and videos throughout the talks.
My second-favorite part of the Porsche activation (next to the concept cars, of course!) was the design of the bar, due to the minute detail and humor which added that sense of "surprise and delight" that designers try to achieve (but usually can't succeed very well). The bar area was designed as a gigantic box of Turb-O's cookies, presumably named after the 911 Turbo. Even the nutrition facts label captured the nutrition around "mental satisfaction".
Chilling with Porsche
Unlike the endless line-waiting and forced linear experience at the Cheetos House, the Porsche Unseen experience allowed for discovery and exploration. After each talk ended, I lingered to take in my surroundings.I was able to enjoy the space at my own pace without feeling rushed as I did at the Cheetos House. I was already feeling rushed throughout the day trying to catch as many talks as I could, so the Porsche Unseen venue served as a small respite, where I could take a breather with some free drinks and snacks. If I could give one suggestion for next time... I wish they served actual edible Turb-O's cookies at the bar!