20,000 guests over 18 days – roughly 1,100 people a day. Over 100,000 pieces of organic content published across social media, with zero paid amplification. Total earned media reach exceeded 10 million.
House of Porsche was more than a weekend pop-up – it became a living space that held the city’s attention for nearly three weeks.
However, the numbers tell only part of the story,
“For a project built entirely on culture and community, these aren’t marketing numbers. They’re proof of something harder to engineer: relevance,” says Sergei Gorpenko, Founder & CEO, Sorry Guys Creative Agency.
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When Porsche Centre Dubai launched the first House of Porsche during Ramadan last year, the concept was rooted in place.
Set within Villa 515, the activation drew on the rituals of Ramadan, the warmth of home and the cultural rhythms that define the holy month. The activation sought to answer a simple question: what would Porsche look like if it lived in Dubai during Ramadan?
Twelve months later, the brand returned with a very different question. Rather than focusing on where House of Porsche existed, the team behind the project wanted to understand who was walking through its doors.
“Year one, House of Porsche was inspired by a place. A local home, its rituals, its cultural warmth. A strong foundation. Year two, we asked a harder question: who actually walks through these doors?” says Gorpenko.
He adds, “The answer shifted everything. Not guests. Not consumers. People — with their own interior lives, their own searches, their own need to be somewhere that feels like it was made for them. That shift — from designing a space to designing around a person — is what “Inspired by You” means in practice. Every element of the experience was built outward from that question. Friend of the House isn’t a tagline. It’s the operating principle. You arrive as a stranger and leave as someone who belongs here.”
The result was an 18-day activation that transformed PAUS Club into a wellness-led cultural platform built around three pillars: Mind, Soul and Body. The experience brought together wellness programming, live music, creative workshops, hospitality concepts and local community partners under one roof.
“It was activation — bringing the community together around the brand through experiential marketing: no hard sell, no product push, just a genuinely valuable experience that made people feel something real,” says Gorpenko.
Open to the public, the experience brought together a curated programme of wellness masterclasses, cultural encounters, and creative workshops.
In a concept like House of Porsche, nothing is random. It’s a world of its own, and this world was inspired by the city of Dubai itself. The theme was informed by observations of Dubai’s rapidly growing wellness culture. While the city has seen a surge in meditation studios, fitness communities and wellness-focused destinations in recent years, the team identified a more emotional insight beneath the trend.
“The insight came from the city itself. Dubai lives in an endless rhythm — and so do the people inside it. The UAE wellness economy is now valued at $40.8 billion, the fastest-growing in MENA. But the more interesting number isn’t in any report — it’s in the sheer volume of new spaces opening. Meditation studio…