Porsche
Automotive
‘The Dream’ Pop-Up Experience in Singapore
Greater Group designed and built Porsche NOW, a temporary pop-up store at Guoco Tower, Tanjong Pagar, Singapore. Serving as an interim retail location ahead of Porsche’s permanent Porsche Studio Singapore, was the pop-up was designed to engage new target groups with an inviting, digitally integrated, and brand-immersive experience.
Global Concept, Local Dream
The project brief required greater group to execute the Porsche global “NOW” pop-up concept, integrating a bespoke local element titled “The Dream” – a thematic feature inspired by Porsche’s global campaign celebrating ambition in the pursuit of one’s dreams. The design needed to be digitally enhanced, modular, and transferrable, ensuring flexibility for relocation or reuse. The scope covered design management and documentation, procurement to meet brand specifications, and full build and installation of the pop-up and interior fit-out.
Modular and Digitally Led
The concept was adapted for the Guoco Tower site with careful coordination across stakeholders to keep detailing precise and build-ready. Materials and finishes were sourced to match Porsche standards, supported by tight procurement planning for a compressed programme. The modular structure was developed for efficient installation and removal, with “The Dream” elements integrated as a clear local signature.
Two Zones, One Journey
The pop-up delivered a premium, digitally enabled retail setting that invites both exploration and pause. A modular build supports efficient installation, dismantling and potential reuse, while the interior balances industrial restraint with polished brand presentation. The layout separates energetic product display from a calmer hospitality moment, creating a clear visitor flow that supports interaction, education and brand immersion.
