With millions of passengers passing through it each month, Singapore’s Changi Airport is one of the world’s busiest international travel hubs. It also has many non-travelling visitors who may be seeing friends off or welcoming them, so it’s an ideal place to get brand exposure, which Porsche recognises.
The German sportscar (and SUV) maker has opened a new lifestyle-led brand space – Porsche at Jewel – at the Jewel Changi Airport, the nature-themed entertainment and retail complex of the airport which originally opened in December 1981.
Immersive space for Porsche brand
Situated 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.
Four distinct zones
Its multi-sensory space consists of 4 distinct zones: Cafe 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 (opened in February 2024), 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. A playful highlight colour – the rare Paint-to-Sample Mintgrun (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.
Porsche’s long-standing partnership with Baker & Cook continues with new chapter of Cafe Carrera. Drawing inspiration from some of the world’s most legendary driving routes, the team at Baker & Cook presents 6 signature sandwiches, each crafted to capture the spirit of a specific road trip. The sandwiches pay homage to routes such as the Stelvio Pass in Italy and Highway 1 (aka Pacific Coast Highway) in California.
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.
The Culture Garage
The Culture Garage is 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.
For Porsche owners and fans, the dedicated Porsche Lifestyle store offers a curated selection of Porsche apparel, accessories, as well as seasonal collections. The inaugural capsule collection in this space is a new partnership between Porsche Singapore and Singaporean artist Tiffany Lovage, commemorating the 60th birthday of the Lion City in 2025.
The store could eventually become the staging point for future visitors to the Porsche Experience Centre (PEC), giving them a first taste of the hospitality with a specially-curated reception area, setting the stage for deeper engagement at the PEC site just a short drive away.
“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.
