Porsche Asia Pacific has announced the launch of ‘Porsche at Jewel’, an immersive experience set to open in the second half of 2025 at Singapore’s Jewel Changi Airport.
Porsche at Jewel promises to be an interactive brand space, featuring rotating car displays, a curated café experience by Baker & Cook, and an exclusive collection of Porsche Design and Lifestyle merchandise.
This latest Porsche initiative is a culmination of years of successful collaboration between Porsche Asia Pacific and Changi Airport Group. The two have worked together on a series of notable activations, including the “Driving Tomorrow” pop-up in 2021 and the eye-catching Vision Gran Turismo concept car installation at the Jewel Rain Vortex fountain in 2024.
Porsche has also been a key partner in the ‘Changi Millionaire Experiences’ promotional campaign, reinforcing its connection with Singapore’s status as a luxury travel hub.
With visitor traffic at Jewel Changi Airport reaching a record 80 million in 2024 (a 10% increase from 2023) Porsche is making a calculated move by securing a permanent presence in one of the world’s most iconic retail and lifestyle destinations.
Porsche Asia Pacific’s Chief Executive Officer, Hannes Ruoff, sees Porsche at Jewel as a flagship space that seamlessly integrates the brand into the daily lives of customers and fans.
“With ‘Porsche at Jewel’ at Changi Airport, we aim to set best-in-class experiences, seamlessly integrating our brand into the lifestyles of our discerning customers. This visionary space also aligns seamlessly with Changi Airport’s reputation as a world-class travel hub, creating a home away from home for the Porsche community, both here and beyond,” said Mr Ruoff.
Echoing this sentiment, James Fong, Chief Executive Officer of Jewel Changi Airport Development, highlighted the significance of Porsche’s first-ever permanent experience centre within Jewel.
“We are happy to bring our partnership with Porsche to a new high and elevate the visitor experience at Jewel and Changi Airport. Together, we have delivered many novel pop-up activations here at Jewel over the years.”
“The addition of Porsche’s first permanent point of experience not only injects a new category to Jewel’s retail landscape but, more importantly, further anchors our luxury offerings. When ‘Porsche at Jewel’ opens later this year, visitors can look forward to a transformed and elevated experience,” said Mr Fong.
Beyond its prestigious address, Porsche at Jewel complements Porsche’s evolving retail strategy.
Alongside Porsche Studio Singapore, the Porsche Privilege Programme, and the upcoming Porsche Experience Centre Singapore (set to open in 2027), this latest venture solidifies Porsche’s commitment to offering customers a unique blend of digital and physical touchpoints.
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