Atelier of Dreams: The Launch of the New Porsche Macan at Mánes Gallery

The event, which showcased Porsche's latest all-electric model, the Macan, kicked off in mid-October in Prague's heart at the functionalist Mánes Gallery. Two Porsche Macans were displayed. Ten years after its debut, the new generation of this compact SUV will come to market. The latest model represents a technologically revolutionary step forward while staying true to the Porsche character—a symbol of innovation, luxury, and performance.

"The fully electric Porsche Macan is a crucial model for us, with the potential to open up the Porsche world to new target audiences for several reasons. That’s why we decided to move away from the classic launch event format and came up with a brand activation strategy in the form of a three-day pop-up gallery," explains Porsche’s Marketing Director, Petra Klosová.

Creating a fully immersive experience

The central feature of the Atelier of Dreams was an immersive installation combining modern technology with audiovisual experiences. FLO created this installation for Porsche in collaboration with Lunchmeat Studio. The highlight of the installation was a 30x4-metre LED wall seamlessly connected to an interactive ceiling made up of 128 LED bars arranged in an organic network simulating synapses of a neural network. The artistic and technological piece was complemented by ten directional speakers, creating a fully immersive experience.

"Our goal was to create a medium that allows for a completely new form of storytelling. Innovative technology and visual storytelling, balancing on the edge of reality and dreams, built on the brand's philosophy, legacy, and the vision behind the new Porsche Macan, enabled us to evoke strong emotions and captivate all the senses of every viewer," explains Pavel Flégl, Head of FLO BX.

Creative Director Václav Krejčí adds: "The preparation of the audiovisual show, with its complexity, was very different from a traditional design approach. You’re not just creating a video but an experience that must truly captivate the audience through its dynamics. The story's core was therefore built around 3D visualisations, which, along with AI-generated dream sequences, created an interesting contrast to the physical portrayal of the car in the gallery space."

"The custom-designed installation of 128 LED bars and the audiovisual show created a harmonious visual composition that became a vital event element. The installation was designed to complement the atmosphere of each evening throughout the event perfectly," commented Jiří Kubalík from Lunchmeat Studio.

Three days. Four actions. One story

The three-day programme was divided among thematic audiences and collaborations with partner platforms. The first evening was dedicated to clients, VIP guests, and partners, who were allowed to experience the unveiling of the new Porsche Macan. The programme also featured a live music show directed by musician Endru and incorporated the new car's sounds.

On the second day, Porsche introduced the new Macan in collaboration with the CzechCrunch portal as a “business breakfast” aimed at tech enthusiasts and business leaders. Speakers included Jaroslav Beck from Cans and Lubo Smid, founder of the digital product development company STRV. The future of the Porsche brand and the new model was presented in a panel discussion led by Pavel Kolář, Head of Sales at Porsche Centre Prague.

The evening was focused on art and lifestyle in collaboration with the online magazine The Mag. In addition to the audiovisual show, four contemporary artists presented their works inspired by the new Porsche Macan. Fashion designer Tobias Schubert created a futuristic concept of the wheel of the future, jeweller Anna Baum demonstrated how to transform a car key into an innovative piece of jewellery, and Kid Ondrej showcased his fusion of modern art and technology through 3D animation. The fourth artefact was a bespoke playlist by DJ and producer NobodyListen, who performed a live set at the event, accompanied by generative animations.

The third day featured a programme centred on female empowerment and confidence: Creative producer Karolína Wer Kabelka prepared an inspiring morning session for fashion and business visitors, including well-being activities such as immersive barre workouts.

More than 1000 visitors

"Over three days, we created four blocks for distinct target audiences. It was incredible to see how, thanks to the LED wall and prepared content, the entire space could harmoniously transform to suit diverse uses and moods," adds Petra Klosová.

Thanks to its location and the ability to peek into the exhibition space through the large display windows, the Mánes Gallery became an unconventional out-of-home medium, attracting the attention of passers-by. The atelier doors opened on Friday afternoon, allowing visitors to enjoy the audiovisual show, view the new car in person, or explore the artistic artefacts unveiled during the previous evening.

"The pop-up gallery project far exceeded our expectations. Not only did the Atelier of Dreams welcome over a thousand visitors in three days, but thanks to synergistic collaborations with partners and the organic content shared by visitors, we managed to introduce the new Porsche Macan to a dramatically more expansive audience," concludes Flégl.