Porsche Asia Pacific has officially opened the doors to its Porsche at Jewel store, a new lifestyle-led brand space located at Jewel Changi Airport that seeks to combine Porsche heritage, automotive passion and flavours from around the world under one roof.
Positioned at the heart of one of the world’s busiest international travel hubs, directly across from the Changi Airport Terminal 1 arrival hall next to the entrance of Jewel Changi Airport’s iconic indoor forest sanctuary and the world’s tallest indoor waterfall, this new retail space is designed to be an immersive space for the Porsche brand, both for arriving tourists starting their journey in Singapore, and holidaying locals seeking adventure abroad; Porsche at Jewel is where the passion begins not behind the wheel, but straight off the tarmac.
“From bringing our brand closer to customers with Porsche Studio Singapore, to showcasing the new Macan Electric to the entire world for the first time – Singapore has been our launchpad for bold, forward-thinking ideas. Porsche at Jewel is a continuation of this pioneering spirit, a space designed to spark curiosity, invite discovery, and deepen our connection with the region and beyond,” said Hannes Ruoff, CEO of Porsche Asia Pacific.
“As we aim to deliver a best-in-class experiences for Porsche customers in Singapore, we’ve introduced a series of innovative touchpoints: from the vibrant Porsche Studio Singapore, to our seamless digital platform, Porsche Oneshop. Porsche at Jewel represents the next step in this journey: a bold, immersive brand experience designed to engage, inspire, and connect,” said Dr. Henrik Dreier, Director, Singapore Importer at Porsche Asia Pacific.
“The opening of Porsche at Jewel marks an exciting addition to our growing line-up of luxury offerings and unique destination experiences. At Jewel, we are very intentional about curating a world-class retail destination with immersive, one-of-a-kind lifestyle experiences, and Porsche’s first experiential store in this region exemplifies this vision.
We are especially excited for Porsche at Jewel to serve as a strategic hospitality gateway, connecting the world with Porsche’s brand story,” said Ms Lee Ching Wern, CEO of Jewel Changi Airport Development.
Porsche at Jewel: Taste, Tell and Explore
Porsche at Jewel is a thoughtfully-designed, multi-sensory space that invites visitors to engage with the brand across four distinct zones: Café Carrera by Baker & Cook, the Culture Garage, a Porsche Lifestyle store, and – coming soon – a reception area for the highly-anticipated Porsche Experience Centre Singapore.
Much like Porsche Studio Singapore, every element of the Porsche at Jewel space is intentionally curated to evoke a sense of warmth and welcome, while reflecting the brand’s rich heritage and dynamic community spirit.
Hellelfenbein (Light Ivory), a vintage Porsche body colour, brings warmth and subtle luxury to the environment. The iconic Pepita pattern – an iconic houndstooth textile from vintage Porsche interiors – is further garnished into the décor via soft furnishings and accents throughout the space.
Finally, a playful highlight colour – the rare Paint-to-Sample Mintgrün (Mint Green) – adds a burst of freshness and a distinctive, contemporary character to the store. Adding another layer of intrigue to the store is a feature wall curated by Stefan Bogner, founder and the creative mind behind Curves Magazine, himself a renowned Porsche enthusiast. The feature wall showcases evocative imagery from drives across the Southeast Asian region and beyond, juxtaposed with exclusive stories from inside the Porsche vault – creating a remarkable tapestry of tales that visitors can explore by asking the friendly staff on site.
Buckle up for flavour at Café Carrera by Baker & Cook
Porsche’s long-standing partnership with Baker & Cook continues with new chapter of Café Carrera, seamlessly integrated within the new Porsche at Jewel experience. Drawing inspiration from some of the world’s most legendary driving routes, the team at Baker & Cook presents six signature sandwiches, each crafted to capture the spirit of a specific road trip.
From the layered tomato and mozzarella homage to the Stelvio Pass in Italy, to the sun-kissed flavours of salmon and cream cheese echoing the bright and carefree Highway 1 route in California – every bite at Café Carrera seeks to prepare would-be café goers on a culinary road trip adventure across the world, preferably behind the wheel of a Porsche, of course.
Also available is a limited-edition box of macarons – a vibrant fusion of Porsche’s Paint to Sample colour palette and flavours inspired by Singapore’s rich culinary heritage. Thoughtfully crafted as a welcome gift or souvenir to bring home, this delicate collection captures the essence of Porsche passion in the Southeast Asian region, blending local flavour, bold colour, and creative expression in every bite.
Step into the Soul of Porsche at the Culture Garage
The Culture Garage offers a dynamic showcase area for mall goers, transit passengers and automotive enthusiasts alike – a dedicated space where automotive culture, history, innovation and passion come together within the Porsche at Jewel space.
Designed as a periodically changing exhibition space, the Culture Garage will feature seasonal highlights, themed collections, and rare vehicle displays, offering returning guests something new to experience with each visit.
As a tribute to Porsche heritage and timeless design, and in celebration of Singapore’s 60th birthday, the inaugural car display features a red 911 Carrera, set against the backdrop of iconic shophouses from Singapore’s historic neighbourhood of Joo Chiat Road.
