Porsche
Taipei Auto Show
Creative, Design, Digital & Technology
Fifty years of the 911,
staged as an experience.
For the Taipei Auto Show, Porsche Taiwan's stand was built around one theme — "50 Years of the 911 · Tradition: Future." Part gallery, part heritage museum, part digital playground, it had to hold a room full of the marque's icons and still feel like a single, precise idea. As Associate Creative Director with Saatchi & Saatchi, I led the creative across the environment, the design and the digital.
Tradition, pointed at the future.
The 911's fiftieth was the spine of the whole stand: honour where the car came from, then lean the room toward what's next. My job as ACD was to keep that single thought consistent across everything a visitor touched — the heritage wall, the way the cars were staged, the screens, even the small delights — so a busy show floor still read as one considered story rather than a pile of features.
A show floor that behaves like one idea.
A timeline you could walk.
Down one side, half a century of the 911 — every generation illustrated and dated, from the 1963 original onward — turned the wall into a museum you strolled past on the way to the cars. Around it, vintage Porsche posters, a quiet lounge, and a lit diorama of the whole lineage in miniature gave the heritage room to breathe.
Staged like sculpture.
The stars — 911, Panamera, Macan, Cayenne — sat on a clean white-and-silver stage under tight light, each given the space to be looked at properly. Restraint everywhere: quiet materials, sharp edges, the crest doing the talking, so nothing competed with the machines themselves.
Screens that kept it moving.
Interactive kiosks, Ultra-HD walls running driving footage, product tablets and signage layered a second, living story over the physical one — including a Facebook Porsche Taiwan tie-in and the Macan Turbo reveal. The technology never shouted; it just kept the stand feeling current, exactly on theme.
The stand, on film.
The recap film ties the room together — heritage, hardware and digital in one pass across the floor. Fifty years, one weekend, one idea, held all the way through.
