Inside House of Porsche: A ramadan activation rooted in emotion
For two weeks, Porsche Centre Dubai reimagined the branded experience with its first Ramadan activation in the city. The team transformed Villa 515 into House of Porsche: Where the Journey Begins – a temporary space for reflection, cultural exchange, and engagement.
Created in collaboration with creative agency Sorry Guys, the activation ran from 20 March to 3 April, welcoming over 6,000 visitors and making waves on social media. The approach was intentionally calm and curated, in tune with the spirit of Ramadan and favouring storytelling over traditional automotive displays.
'Porsche isn't just a car you buy – it's a story, a feeling, a lifestyle you buy into,' said Igor Solomakha, National Marketing Manager at Porsche Centre Dubai – Al Nabooda Automobiles. 'This project brought that philosophy to life. It showcased what defines us: emotion, innovation, and the way we connect with people beyond the product.'
Asking the right question
According to Sergei Gorpenko, Founder & CEO of Sorry Guys, the brief from Porsche was open, but the intention was clear.The challenge wasn't to adapt Porsche to Ramadan but to explore how Porsche and their consumers would exist within it.
Gorpenko said, 'Our response began with that question: How would Porsche live during Ramadan in Dubai? That led to a process of cultural immersion and spatial interpretation – grounded more in emotion than strategy.'
Solomakha added, 'We drew from the deeper meaning of Ramadan – traditions, home, reflection, and togetherness – and infused these values with Porsche's spirit.'
He continues, 'It's quite broad by design. From car lovers and Porsche fans to lifestyle seekers looking for inspiration and new experiences.'
As a result of this approach, Gorpenko and Solomakha explain the thoughtful and localised design behind this Ramadan activation.
A space shaped by culture
The space was shaped by three cultural insights: The emotional rhythm of Ramadan, the role of storytelling and craftsmanship, and the importance of narrative-led design.
Solomakha said, 'Ramadan is a moment to pause, reflect, and realign – a time when the pace of life softens, and home becomes a true sanctuary. Daylight brings peace, while evenings welcome warmth, connection, and meaning.'
In response, the House of Porsche moved away from conventional showroom formats and reimagined a community-driven brand experience.
The activation was localised through design visuals that was based on the warm tones of sunrise and sunset – a nod to both Ramadan and Porsche's seasonal campaign. The scent of oud, Arabic carpets, and modern majlis setups.
'We wanted every touchpoint – whether a workshop, a scent, or a sound – to reflect the Porsche brand in an emotionally intelligent way,' said Gorpenko.
The activation featured live performances of traditional instruments such as the oud, nay, and qanun, along with exclusive suhoor gatherings. Guests could also test drive Porsche vehicles and take part in curated workshops including chocolate-making, Arabic calligraphy, and perfume crafting.
'It was a mix of everything – brand presence, emotional connection, and community building,' says Solomakha. He continues. 'The flexible concept and curated agenda allowed us to reach various audiences, from Porsche enthusiasts to Villa 515's lifestyle community.'
House of Porsche focused on community
Although the activation was open to the public, it began with an exclusive suhoor event that sparked organic engagement across social media.
'We invited our close network – friends and partners from both the automotive and lifestyle worlds, especially during the first few days,' Solomakha explained. He added that their support played a key role in generating organic buzz. This balanced and authentic strategy ignited momentum, ultimately driving the campaign's virality.
'The engagement spike was clear – from footfall to content shares,' said Solomakha. 'People connected with the experience, and that emotional response showed us we were on the right track.'
The team is still gathering data, but according to Solomakha, the early signals suggest that the early learnings will absolutely help shape what's next.
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