Porsche and SXSW certainly went all in for their first-ever collaboration. As announced by both brands in February, they have signed a three-year cooperation agreement with Porsche’s SXSW debut taking place from March 11-20. The centrepiece of the premiere is an installation only a few blocks from the SXSW convention centre in downtown Austin titled “Porsche Unseen”. Under the motto “ A Creator’s Mind,” Porsche opens its doors to the behind the scenes of its design department, allowing visitors to enter the creative process behind the development of Porsche’s iconic sports cars. 

“South by Southwest aims to help creative people achieve their goals. And Porsche is the brand for all those who bravely follow their dreams. The philosophies of both brands fit together perfectly and we look forward to exchanging ideas with creative minds from all over the world. SXSW holds a special place for emerging talent and we invite them to delve deeper into the world of our brand.” – Detlev von Platen, Member of the Board for Sales and Marketing at Porsche AG

As you step in, you’ll find yourself standing on a giant replica of a designer’s desk, including oversized pencils, papers and desk clutters – a truly immersive experience. One of the special highlights of this interactive exhibition are the once-secret sketches and models from Porsche’s design team. 

Sketches for a Porsche 911 inspired by “Sally Carrera” from Disney and Pixar’s “Cars” are shown for the very first time, teasing the upcoming release of the ongoing project in partnership with Pixar Animation Studios. The vehicle, part of Porsche’s Exclusive Manufaktur special request program, will be auctioned with proceeds going to the UNHCR and Girls Inc., a U.S. charity that offers life-changing programs for girls and young women.

Also exhibited in the space is the Porsche Vision Spyder, an homage to James Dean’s iconic silver Porsche 550 Spyder which he nicknamed “Little Bastard,” the Porsche Vision Turismo – an all electric vehicle representing the sometimes non-linear process of designing sports cars – and the Porsche 904 Living Legend, a lightweight and minimalist model reminiscent of the legendary racing Porsche 904 vehicle. 

As part of the “Unseen” motto, the Porsche exhibition space will also be hosting performances and creative workshops from music to film and tech, as well as gaming. At its exclusive Unseen Music events for instance, visitors will be able to attend performances by King Princess and Paris Jackson amongst others. Part of the program is also Unseen Design, Unseen Innovations and Unseen Mobility, offering experiences ranging from a new in-car sound experience to the potential of NFT-funded racing. 

Pictures: ellectric