When Porsche set out to unveil the next-generation Macan—its first all-electric compact SUV—the brand chose to step outside the confines of a traditional car launch. Instead, it invited audiences into a space that blurred the boundaries between technology, emotion, and storytelling.
In the heart of Prague, Atelier of Dreams was born. A three-day brand experience crafted to capture the essence of Porsche's evolution—and the energy behind the new Macan.
TASK & CHALLENGE
This wasn’t just about showing a new model. It was about launching a vision.
The Macan represents more than product innovation, marking a cultural and technological shift. This model has the potential to unlock and bring together new audiences—those who may not have previously seen themselves in the world of Porsche.
Our task was to design an experience that embodied this transformation and spoke to diverse audiences through a single, unifying idea.
SOLUTION
The central feature of the Atelier was a fully immersive installation—30 metres of LED walls, 128 kinetic LED bars, directional sound, and interactive light design. This neural-inspired structure, created in collaboration with Lunchmeat Studio, transformed the space into a living, breathing experience. Visitors weren’t shown a car. They were invited into its world.
The visual narrative drew from AI-generated dreamscapes, 3D animations, and cinematic storytelling. These collided with physical elements—the actual Macan models on display—to contrast what’s imagined and real between future ambition and present design.
The audiovisual sequence didn’t follow a linear script. It was crafted to feel ambient, atmospheric, and emotionally resonant—layered with sound, motion, and scale. As the light moved and sound shifted, so did the gallery's tone, aligning with the theme of each event block throughout the three-day programme.
“We are not just creating an event. We are designing a sensory experience that needs to land with the same weight and rhythm as a live performance.”
Václav Krejčí, FLO BX Creative Lead
We structured the programme around four core themes, designed to engage different communities while maintaining a cohesive narrative thread:
The official unveiling. Clients, partners, and the media were introduced to the Macan through a curated journey, including a live music show that incorporated the sounds of the vehicle itself.
In partnership with CzechCrunch, we hosted a morning business session featuring innovation leaders, followed by an evening focused on contemporary art, design and culture, in collaboration with The Mag.
Artists interpreted the Macan through media—from fashion and jewellery to 3D animation and sound design—blurring the line between product and artefact.
The final session shifted to a wellness-inspired programme curated for women in business and fashion. The gallery became a space for movement, confidence, and reflection, demonstrating how Porsche’s world could resonate far beyond engineering.
On the third day, we also opened the doors to the public, inviting new audiences to enter the experience and explore the space for themselves.
OUTCOMES
Across three days, more than 1,000 visitors passed through the gallery. But more than numbers, the depth of engagement defined success. Each audience segment encountered a version of Porsche that felt tailored, immersive, and emotionally resonant.
The Mánes Gallery—with its floor-to-ceiling windows—became part of the story itself, turning passers-by into participants, and making the brand feel present in the city, not hidden behind closed doors.
“The pop-up gallery project far exceeded our expectations. Thanks to our partner collaborations and the organic content shared by visitors, we reached well beyond the physical space.”
Petra Klosová, Marketing Director, Porsche
1k+
1,000+ guests across three days, including biz leaders, creatives & media.
3.8m
3.800.000+ total audience reach.
4.6m
4.600.000 organic impressions generated.
€291k
€291,000 in earned media value.
Every new Macan sold out following the launch.*
*Sold out all 52 cars available with a total of 91 units ordered in Q4 2024.
“The Atelier of Dreams " wasn’t just a brand event but a narrative medium. One that allowed people to feel the future Porsche is building.”
Pavel Flégl, Strategy Director, FLO BX
This project wouldn't have been possible without the contributions of these essential team members:
Creative Agency: FLO
Event Production: Facing Future, LK Production
Audiovisual Partner: Lunchmeat Studio
Creative Director: Václav Krejčí
Strategy Director: Pavel Flégl
Account Director: Petr Kroupa
Account Manager: Lucie Coufalová
Copywriter: Martin Březina
Copywriter: Travis O’Neill
Design Team: David Babka, Pavel Žáček, Erik Bartoš
Light Design: Daniel Kozlík
Music: Aid Kid
Photography: Roman Rudakov
Video: Jan Ruttner, WDCWC Production
In a world where most launches blend into each other, Atelier of Dreams stood apart by doing less of what was expected—and more of what was felt. If you want to reframe how your audience experiences your brand, we’d love to help you create the unexpected. Let’s talk.
