Flagship · International Dealer Summit
Three days that had to read as Porsche — not as a conference. Nothing off-the-shelf.
Porsche convened its full dealer network for the annual after-sales summit — three days that had to combine mandatory business sessions with experiential programming, all held to the standard Porsche's dealers expect. The whole program had to feel like Porsche, from the first transfer to the last session.
Day one — the dealer rally, classic Citroën 2CVs through the countryside to Volendam.
We took the three days off the conference floor entirely and built them around a coastal narrative. Day one opened with a vintage-car rally — dealers paired off and drove classic Citroën 2CVs through the countryside to Volendam, where a dockside dinner served smoked herring straight from the boat. Day two ran the business sessions inside a modernist landmark on the Rotterdam waterfront, closing that evening with the Porsche Service of the Year award ceremony. Day three held the final sessions inside the Kunsthal — Rem Koolhaas's landmark exhibition hall — before the cohort flew home.
Countryside, harbor, museum — each session carried a different cultural register, and none of it ever left Porsche's premium frame. Underpinning all of it, a single identity system: the Porsche wordmark set into an after-Mondrian color grid, carried across every touchpoint down to the welcome bag in each dealer's hand.
The after-Mondrian identity system — carried across every touchpoint, down to the welcome bag in each dealer's hand.
We owned the program end-to-end across brief → strategy → concept → design → fabrication → AV → logistics → execution → closeout. Three full days across five venues: airport meet-and-greet, the Citroën 2CV rally fleet, multi-restaurant dinner choreography, two venue builds for the business sessions with AV staging and interpretation, the Service of the Year award ceremony staged on site, ground transport across the entire cohort, and bilingual print and welcome materials.
The production team and local venue partners were ours to assemble, direct, and coordinate end to end — on call 24/7 for the 80-dealer cohort, with operational discipline down to weather contingencies, dress code, and transfer timing.
Three days delivered as one continuous, Porsche-grade experience — mandatory business sessions and experiential programming held together by a single narrative thread, and never once reading as a conference. Exactly the kind of individually-authored work STUDIO 2112 is built to make.