Big Moments call for Big Ideas.

The Grand Opening of Porsche Experience Centre (PEC) Toronto - the first of its kind in Canada, called for strategy and creativity to celebrate the Porsche brand. Below, we've captured 'must have' elements for creating unforgettable experiences.

Brand Experiences

The Brand at the center of every decision. When all is said and done, the event was a celebration of an iconic luxury car brand, and the opening of an equally iconic venue. Design of the experience and event flow for the unveiling of PEC Toronto with an invite only guest list of Porsche enthusiasts, influencers and local delegates, had to be one-of-a-kind. The brand was the 'north star' in creating memorable moments throughout every aspect of the evening. The Grand Opening showcased the Porsche Experience Centre's original architecture and immersive environment, with sweeping views of the track and full behind-the-scenes access to explore the workshop, fitting lounge, and of course the opportunity for private viewing of Porsche sports cars.

Brand Activations

Interactive Installations: Audience engagement was critical to success. With Porsche cars as the centerpiece, the event featured a series of interactive activations:

• A one-of-one customized Canadian 911 GT3 RS

• Access to the highly anticipated, state-of-the-art simulator lab

• A sponsored track-side lounge complete with Porsche 963 race car

• A classic Porsche car display

• And a motorsport themed AI Photo booth

Engaging all the senses: The night was fueled by Canadian entertainment, elevated cross-country inspired food and molecular cocktails spread throughout the indoor and outdoor spaces - custom designed for the milestone moment.

Immersive Event Experience

Attendees love to connect with brands in meaningful ways. The grand finale concluded with guests seated right on the circuit, immersed in the raw power and energy of Porsche. A choreographed production of seat-gripping Porsche driving demonstrations with intricate light shows, against a backdrop of stunning projection mapped visuals, brought the dream of the first-ever Canadian Porsche Experience Centre to life. Emotional connections were made through a dramatic story that encapsulated Canadian pride and Porsche history.

Elevated Production

Storytelling was a vital approach for the inspiring 3D projection mapped images on the building, interspersed with the Porsche driving demonstrations on the circuits. As guests experienced the ribbon cutting ceremony and Porsche car showcase, the building came to life with a tale of the impact of the first Canadian Porsche Experience Centre, the power of Porsche cars along an animated creation of the circuit. The story unfolded with an electric visual timeline of previous Porsche Experience Centre openings around the globe, ending with a dramatic 3D image of the unique texture and architecture of the PEC Toronto, unwrapping to reveal the CN Tower against the Toronto skyline.

Music and lighting effects were integral to the production. Strobes lit up the night sky, laser lights and spotlights accented Porsche cars on the circuit, all scripted to a production soundtrack.

Event Success - Logistics matter.

A final note about the details.

Envisioning and mapping an event in a space still under construction was an exercise that challenged our design, event planning and production teams. We thoughtfully proposed a day-to- night experience that began upon entering the Porsche Experience Centre and moved to the circuit for the grand finale. The orchestration behind the scenes in a minute by minute run of show, ensured the guest flow was seamless from being introduced to the PEC, to being immersed in the circuit.

It takes the passion of many dedicated event professionals to deliver an exceptional experience. Special thanks to the teams at Porsche Experience Centre Toronto, Porsche Cars Canada, Sports Driving Canada, Compass/Food Dudes, Go2Productions, and Steak + Sizzle

Lasting impressions were made. The goal to engage attendees in memorable ways, to immerse themselves in the world of Porsche, resulted in tremendous feedback and highest event evaluation scores around the personal, once in a lifetime thrill of experiencing the unique Porsche brand and product experience.

Photos courtesy of Steak + Sizzle