Aranya Theater Festival

How to become art at China’s premier theatre festival?

Porsche partnered with Imagination to fuse automotive innovation with avant-garde art at the Aranya Theater Festival. Centred on the all-electric Macan and its signature Provence purple, we created Character Space, a Provence-inspired installation blending Porsche’s 911 heritage with bold electric ambition. The result? A cultural landmark engaging 350k+ visitors and resonating with art enthusiasts nationwide.

A stage where heritage meets electric ambition

At the 2024 Aranya Theater Festival, Porsche unveiled the Character Space – a 1,000 sqm installation anchored by a 6-meter 911 sculpture shipped from Germany. This iconic centrepiece, draped in the all-electric Macan’s signature Provence purple, symbolised Porsche’s legacy, fueling its electric future. The sculpture’s steel frame doubled as an amphitheatre, hosting daily script readings, a custom play, and immersive experiences like Vision Pro tech showcases. We immersed a product showcase into a cultural dialogue by merging the 911’s timeless design with the Macan’s bold colour narrative.

Provence purple: A language of self-expression

The Macan’s “Character Speaks” ethos came alive through Provence-themed touchpoints. Guests defined their personalities via Pantone booklets at the reception, explored a Macan encased in a giant paint tube, and joined an 11-day digital scavenger hunt. Collaborations with Manner Coffee and Badmarket extended the campaign beyond the beach, dyeing pop-ups and retail spaces in the same bold hue.

Beyond the sculpture: Partnerships that amplified reach

To engage Aranya’s art-driven audience, we integrated Porsche into the festival’s fabric. The opening night parade featured a mobile 911 art installation, while lifestyle partnerships and photo ops with the Macan blurred the lines between automotive and art. The Character Space became a pilgrimage site for 350k+ visitors, who shared “Purple Aranya” moments online, proving that Porsche could speak the language of theatre without losing its engineering soul.

Event Marketing Awards Asia:
Best Arts, Cultural & Entertainment Event

Eventex Awards:
Best Brand Experience Automotive

For the audience

Art and theatre enthusiasts experienced Porsche’s heritage through immersive storytelling. The Provence theme and interactive installations deepened emotional connections, with many calling it “a fusion of engineering and poetry”.

For the brand

The event bridged Porsche’s iconic 911 legacy with its electric future, achieving 400m+ media impressions and 90m+ social buzz. Collaborations and viral moments positioned Porsche as a cultural innovator, resonating with a new, artistic audience.