Power to the people
Porsche Australia & New Zealand – Motorsport: Visitors to this year’s Formula 1® Rolex Australian Grand Prix got a special sense of what it’s like to drive the all-electric Porsche Taycan.
In April, motor racing fans discovered trackside sensations of a different kind at Melbourne’s Albert Park Circuit during the 2023 Formula 1® Rolex Australian Grand Prix. They found them inside an architectural cube-like building situated within the main Fan Zone, located next to the Porsche Paynter Dixon Carrera Cup paddock. Emblazoned with the phrase NATURE CREATED ELECTRICITY, PORSCHE GAVE IT SOUL, the building’s magnetic call was powerful – for the duration of the event queues of people waited to walk inside, eager to satisfy their curiosity.
“Welcome to Electrify Me,” said the host to visitors as they entered the doorway and walked into a darkened space with an electrifying atmosphere.
“This experiential display celebrates Porsche electric performance,” said Daniel Schmollinger, Managing Director and CEO of Porsche Cars Australia at the global unveiling of Electrify Me. “It’s an opportunity for guests to immerse themselves in a sensory journey that conveys the thrilling experience of driving the Porsche Taycan, and also to enjoy a sense of the future of driving with electric sportscars from Porsche.”
Open to everyone attending this year’s Formula 1® Rolex Australian Grand Prix, Electrify Me was first created by Porsche Cars Australia. The experiential design was a carefully crafted journey which comprised three separate sensory zones.
As visitors entered, they were met with the calming effects of the Nature Zone. This tranquil night-time environment of woodland ferns, shrubs and lush greenery was sprinkled with aromatic forest fragrances. Their combined effects reset the guests’ sense of calm after the intense excitement of the racing atmosphere outside.
Turning the corner into the Electric Zone, visitors were then greeted by a new pace and energy. Electricity in its raw form was brought to life by a collection of transparent plasma spheres illuminating the long main wall. This visually captivating collection of glass balls filled with lightning bolts resembled an array of miniature thunderstorms. The matching bright LED lines following the floor in this darkened tunnel ushered visitors into the third Electrify Me Zone, where they encountered the climax of the experience: the 4D Cinema Room.
The Taycan communicates the soul and character of Porsche
Inside this darkened space, visitors were immersed in an emotive video depicting nature and its creation of electricity, and how Porsche has imbued this power with soul by harnessing it within the Taycan, the brand’s first all-electric sportscar. Guests could feel the high-impact imagery and audio it conveyed. The 4D Cinema Room included footage of Porsche Brand Ambassador and Australian motorsport legend Mark Webber climbing Tasmania’s spectacular Jacob’s Ladder in a Porsche Taycan 4 Cross Turismo, the silver sportscar’s athleticism on full show as it scaled the switchback turns of the spectacular gravel road.
A Taycan sportscar was seamlessly integrated into the fascinating video showcase. Positioned just in front of the screen, its sensuous exterior surfaces gave guests a 3D-like experience by appearing to emerge towards them.
Guests also had the opportunity to capture some quick memories of their six-minute journey in the photo space that followed, a blue-and-white LED room adorned with all the visual power of the experience they had just enjoyed.
“The way Electrify Me sparks the senses and replicates the enjoyment of driving the Taycan also communicates the soul and character of Porsche,” said Daniel Schmollinger.
It was a similar experience for Mark Webber, who joined Daniel for the official opening of Electrify Me.
“Having enjoyed a lot of time driving the Taycan model range I can tell you Electrify Me cleverly captures and conveys the experience of driving it.”
More than 9,000 visitors enjoyed Electrify Me from Thursday to Sunday at the Formula 1® Rolex Australian Grand Prix.
911 Carrera T
10.9 – 10.3 l/100 km
247 – 233 g/km
13.8 l/100 km
Taycan 4 Cross Turismo
24.8 – 21.4 kWh/100 km
416 – 488 km