Buy a Porsche in style at Cheongdam studio

Porsche vehicles are displayed Tuesday at the Porsche Studio Cheongdam in Gangnam District, southern Seoul. The new high-end showroom in Seoul is the eighth in the world. [KO JUN-TAE]

Porsche AG opened its first futuristic showroom in Korea in Cheongdam-dong, southern Seoul, on Tuesday in a bid to stand out from other luxury car brands sold in the country.

The new showroom - the eighth of its kind in the world - offers customers a chance to view and purchase Porsche’s latest releases.

The two-story showroom, which Porsche calls a studio, contains an exhibit exploring the brand’s history and future plans.

In fittingly luxurious surroundings, budding Porsche owners can also discuss customization options for their future car.

“Porsche Studio Cheongdam will be a space where existing customers and potential clients can discover our brand’s appeal and experience Porsche’s past, present and future,” said Michael Kirsch, managing director of Porsche Korea.

The studio also features exclusive accessories made by designers in Germany and offers a digital Porsche experience for customers through augmented reality and virtual reality.

SSCL, the official dealer for Porsche Korea, will be operating the Porsche Studio Cheongdam, the automaker said.

Before opening one in Korea, Porsche AG opened similar studios in China, Italy, Lebanon, Germany, Thailand and South Africa. Porsche Korea said it specifically chose the Cheongdam-dong area for its significance in leading trends in Korea.

“Why are we here in Cheongdam … because it is a very special location,” said Kirsch. “Located in Gangnam, this studio will provide our customers a real trend heritage and even lifestyle suggestions.”

Cheongdam-dong, one of the most expensive areas in Korea to live or shop in, is also home to high-end VIP showrooms for a number of other luxury auto brands including Rolls-Royce, Ferrari and Bentley.

Outside of the studio, Porsche Korea is awaiting a court ruling today on whether the Korean subsidiary illegally imported more than 2,000 vehicles by rigging emission test results.

BY KO JUN-TAE [ko.juntae@joongang.co.kr]