Porsche puts pedal to lifestyle with new Jewel Changi brand experience store

Porsche Asia Pacific has officially opened Porsche at Jewel, a first-of-its-kind lifestyle-led brand space at Jewel Changi Airport that combines Porsche heritage, automotive passion, and global flavours under one roof.

Situated across from Terminal 1’s arrival hall, next to the airport’s indoor forest sanctuary and the world’s tallest indoor waterfall, the store is designed to captivate both international travellers and local explorers, proving that the Porsche experience starts straight off the tarmac.

The multi-sensory space invites visitors to immerse themselves in the Porsche world across four distinctive zones.

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Café Carrera by Baker & Cook takes guests on a culinary journey inspired by legendary driving routes, offering six signature sandwiches and a limited-edition macaron box that fuses Porsche’s paint-to-sample colour palette with Singaporean flavours.

In addition, the Culture garage showcases automotive heritage, seasonal highlights, and rare vehicle displays, kicking off with a red 911 Carrera set against the backdrop of Singapore’s historic Joo Chiat Road in celebration of the city’s 60th birthday.

Meanwhile, the Porsche lifestyle store offers a curated selection of apparel, accessories, and seasonal collections, including a limited-edition collaboration with Singaporean artist Tiffany Lovage that reimagines local kopi culture through Porsche’s design lens.

Looking ahead, Porsche at Jewel will also serve as a strategic gateway for visitors to the upcoming Porsche experience centre Singapore, offering a first taste of hospitality before guests head to the full experience.

“From bringing our brand closer to customers with Porsche Studio Singapore, to showcasing the new Macan Electric to the entire world for the first time – Singapore has been our launchpad for bold, forward-thinking ideas. Porsche at Jewel is a continuation of this pioneering spirit, a space designed to spark curiosity, invite discovery, and deepen our connection with the region and beyond,” said Hannes Ruoff, CEO of Porsche Asia Pacific.

“Porsche at Jewel represents the next step in delivering a best-in-class experience for our customers in Singapore — a bold, immersive brand journey that engages, inspires, and connects,” added Henrik Dreier, director, Singapore Importer at Porsche Asia Pacific.

In tandem, Lee Ching Wern, CEO of Jewel Changi Airport Development, added “We are intentional about curating a world-class retail destination with immersive, one-of-a-kind lifestyle experiences. Porsche’s first experiential store in this region exemplifies this vision, serving as a strategic hospitality gateway that connects the world with Porsche’s brand story.”

The new brand experience positions Porsche as a lifestyle brand, showing that its identity goes beyond cars. 

This approach reflects a broader trend among luxury car brands in Singapore. Earlier in July this year, MINI Asia launched its “Ditched for MINI” campaign, turning traded-in cars into mobile billboards with witty lines, creating a playful and engaging interaction with audiences outside traditional showrooms.

Similarly, Audi Singapore partnered with Burnt Ends Bakery last year to let the public experience its latest e-tron models.

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