Open space at the IAA: oversized Porsche 911 is a crowd favourite

The reusable roof construction is an homage to the sports car icon. Exactly 60 years ago the 911 celebrated its premiere at the IAA.

“The 911 is famous worldwide for its unique silhouette. This sculpture is first and foremost a symbol representing the many stories and experiences of enthusiasts, fans and customers that have shaped the iconic image of the 911 worldwide,” says Ragnar Schulte, Head of Experiential Marketing at Porsche.

Instead of ‘driving in its most beautiful form’ – the Porsche leitmotif for 60 years – the current motto on Wittelsbacherplatz is ‘celebrating in its most beautiful form’. Over an area of around 1,000 square metres, Porsche has created a family party atmosphere, with mascot Tom Targa entertaining the youngest car fans with games and journeys of discovery. Children and adults can either get a snapshot in a photo box or pose for a Polaroid taken by one of the hostesses. The photos are then available to download with a QR code, or as instant pictures there and then. The Open Space from Porsche is also part of the VDA Family Trail, and children can collect stamps at various stations here.

The on-stage programme consists of two alternating series: ‘Brave New Love’ informs viewers about the latest innovations, the sports car brand’s path to a sustainable future, and many other topics. ‘911 Love Stories’ centres around the car whose birthday is being celebrated. Its latest variant, the special 911 S/T model limited to 1,963 units, is being shown to the public for the first time at the Open Space. Another crowd favourite over the first days of the trade fair has been the Porsche Mission X. This spectacular concept study is the new interpretation of a hypercar, with Le Mans-style doors that open up and forward, and a high-performance, efficient electric powertrain.