Porsche booth at Seoul Motor Show 2023

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PORSCHE BOOTH AT SEOUL MOTOR SHOW 2023

First project of IDS studio realized in South Korea. In the beginning of 2023 the Seoul motor show and Porsche's booth opened the concept of the colorful prism with the unique triangular prism design concept behind the booth architecture

The concept "Light falling through a PRISM" was given by the Porsche brand and was dedicated to celebrate the colorful palette of the Porsche cars.

So the whole architecture of the booth space was inspired by the shape of PRISM.

As it's visible on the booth layout the central placed triangle contains variety of the Porsche 911 cars painted in bright colors. The top of the triangle is a main stage with the split screens placed on the turntables to add dynamics for the car unveil show.

The main idea for the launch of the new Porsche concept car was that the central screen splits in two equal parts, opens up and the car being launched appears from inside out of light and smoke

The booth design project was made for the Agency from Seoul in a strong collaboration with Sean Kim.

Proposed architectural concept was realized at Seoul Mobility show in March 2023

Here and after you can find the images of the realized booth project and thank to Sean Kim and the agency team the final result was very close to what was developed in the beginning.

Stairs to the lounge area and the sitting spaces on the sides of the central stage - were one of the main features of the architectural concept

Behind the main screen the secret area with unique black edition Porsche cars was hidden. This area was accessible when both halves of the central screen were turned out and the entrance to this area is free.
Additional access was given through the side of the booth and from the Porsche boutique area as well.

The colorful palette of the Porsche's sportcars were presented just in front of the main stage, supported by illuminated floor graphics and the LED hanged structure

The central screen opens up as it was planed in the concept phase and allows visitor to check the part of the booth hidden behind the main stage

Porsche Vision 357 makes Asia debut in Seoul

Interiors of the booth and lounge space were designed completely by Sean Kim and Anika Kim

One of the areas of the booth space was dedicated to the collaboration between the Korean Super Star Jennie Ruby Jane and Porsche. Unique custom made "Sonderwunsch" Porsche Taycan car was presented in a specific cloud-like area at the upper level.

I would like to thank all the participants of the design development process.

CREDITS. Porsche Seoul Mobility 2023:
Harry Iastrebov: Creative direction. Initial booth design
Sean Kim: Detailed booth design. Final tuning. Visualization
Anika Kim: Interior design