After redefining automotive retail formats with the innovative Porsche Studio Singapore, Porsche Asia Pacific announces exciting new developments at its annual Lunar New Year media gathering. ‘Porsche at Jewel’ is set to open in the second half of 2025, with rotating car displays, café treats by Baker & Cook, as well as Porsche Design and Lifestyle collections on offer for both tourists and local mallgoers.
The new point of experience is the latest milestone in a fruitful partnership between Porsche and Changi Airport Group, following activations such as the “Driving Tomorrow” pop-up experience in 2021, the Vexx-painted Vision Gran Turismo concept car display at the Jewel Rain Vortex fountain last year, and Porsche’s ongoing support of the ‘Changi Millionaire Experiences’ promotional campaign.
According to the latest published figures in January 2025, footfall at the iconic retail complex Jewel Changi Airport grew by 10 per cent in 2024 compared to 2023, setting a new record of more than 80 million visitors.
By setting up this new point of experience, Porsche aims to take advantage of Singapore’s growing popularity as a global luxury tourism hotspot and hub to the striving Southeast Asia region but also aims to create another immersive touchpoint for its customers and fans in Singapore, alongside other recently announced automotive retail innovations such as Porsche Studio Singapore and the Porsche Privilege Programme.
“At Porsche Asia Pacific, we are proud to have the opportunity to create a new cutting-edge location. 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. Hannes Ruoff, Chief Executive Officer Porsche Asia Pacific.
“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. James Fong, Chief Executive Officer, Jewel Changi Airport Development.
Porsche at Jewel is a new location by Porsche scheduled to be open at Jewel Changi Airport in the second half of 2025.
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