Porsche Design has opened its largest store in the world, a 5,000 square-foot flagship at 501 Madison Avenue here that has two levels with 100 feet of frontage and a showroom on the upper floor.
“We have quite a [diverse] product range starting with fashion and ending with watches,” said Juergen Gessler, chief executive officer of the Porsche Design Group. “We had to get the whole range into a store in an adequate way for the customer to shop. The former store was less than 1,000 square feet.”
The store’s dark wood floors, hand-tufted rugs and leather details were inspired by A.F. Porsche’s first design of a black watch, which started the studio on its way. Porsche designed matte-black titanium timepieces and sunglasses for drivers who had trouble seeing the dashboard. Both optical eyewear and sunglasses are a big category. There are plastic aviators with interchangeable lenses and the original style of lenses worn by Yoko Ono since 1978 are still on display and still in production.
Sneakers and sportswear through a collaboration with Adidas are on the second floor. Running shoes have a car-inspired suspension system similar to, say, a Porsche. The selling space doubles as a showroom, with a long table in the center of the main room.
The company is opening larger stores around the world. A 4,000-square-foot unit opened in Milan in March; a 3,000 square-foot store in Hamburg, Germany, recently opened, and a franchised unit in Jeddah, Saudi Arabia, will have 2,500 square feet of space. The company is planning to eventually operate 30 stores in North America. In the U.S., there is room for stores in at least 10 more cities, says WWD.