The
Mechanics
of Wow
Building holistic immersion for Germany's first Porsche Studio
Together with our friends from DK Studio we were tasked to develop the ultimate wow experience for Germany's first Porsche Studio in the newly reopend Steigenberger Icon Europäischer Hof Baden-Baden. The outcome is Porsche Lichtgarage, an immersive light installation utilising more than 60,000 individually controlled LEDs to orchestrate a bold interplay of architecture, light and sound in motion.
How to wow?
We believe a wow experience is much like a good magic routine: It captivates us instantly (wow moment) but also retains its fascination over time and remains in our memory long after (sustained amazement).
Wow moment
For the studio's opening celebration, we tapped the full potential of Porsche Lichtgarage's wow moment(um) by building on:
the opening surprise that a structure typically used to evenly illuminate a vehicle suddenly transforms into highly dynamic light environment
with dramatic visual impact and rhythmic flow making the car almost appear to be in motion
along with increasing sensory intensity in light and sound that shifts the audience perception from observation to physical sensation.
Sustained amazement
For the Lichtgarage's ambient mode during studio opening hours we developed its character to be captivating without overpowering the space. Key elements are:
a complex-but-structured pattern developed from the famous Porsche wordmark
smoothly evolving into ever-chancing formations in constant flow
resulting in a mesmerising effect that amplifies beyond its individual building blocks
opening event live camera
Client: Feuring Hotel Consulting GmbH
for Porsche and Steigenberger Icon
Concept: DK Studio + co-axial
Experience Design: co-axial
Motion Design & Sound: co-axial
Engineering: Alphagroup