Porsche Design is reopening its first renovated store in Beverly Hills this summer after closing last year for a facelift.
The store will be the first U.S. retail location to feature the new Porsche Design store concept, says Karsten von Engeln, president and chief executive officer of Porsche Design of America. Porsche Design Group is a wholly owned subsidiary of Porsche AG.
Von Engeln calls the store the “perfect mix of minimalist design in Porsche Design style, exciting storytelling and interactive brand experience.”
The redesign aims to present the “attitude, history and values behind the designs through innovative storytelling and a multimedia customer approach,” according to the company.
Porsche opened its first design store in Costa Mesa, California in 1988. The brand licenses its name to a variety of consumer goods including bags and luggage, eyewear, watches, electronics, sports equipment and apparel.
Both Porsche Design and Porsche AG have entered into a range of collaborations.
Last January, Porsche Design enlisted actor and racing enthusiast Patrick Dempsey to be the face of Porsche Design eyewear as a brand ambassador. The actor, who owns a Porsche 911 GT3 RS, also collaborated with the brand in 2014 on a line of racing watches. A separate partnership with Puma resulted in a line of Porsche-branded “driving shoes.”
The company also entered into a deal with a hotel company in Germany last fall. The "Steigenberger Porsche Design Hotels" are to be built in selected international cities. The unique hotel concept is positioned in the luxury lifestyle segment.
Last fall, Porsche Cars North America and the Los Angeles Rams entered into a multiyear relationship to bring premium experiences to fans and season ticket holders. The experiences include wine tasting events andactivations at the Porsche Experience Center LA in Carson, California near Los Angeles.
The automaker also has an experience center in Atlanta near its U.S. headquarters, along with international locations in Le Mans, France; Leipzig, Germany; Shanghai; and Silverstone, England. The locations offer a driving school and racing experience and can be rented for private and corporate events.