IT WAS NEVER ABOUT CARS
LOOK MOM I DID A THING!
IT WAS ABOUT EMOTION, CULTURE & COMMUNITY
Porsche x Soho House Berlin
15 Years of Design, Culture & Connection
Written by: Mathis Maass
Soho House Berlin just turned 15.
Porsche was there to celebrate. We came to capture the story. The result? A fast paced, multi format production documenting a night where two iconic names, Porsche and Soho House, collided at the crossroads of design, performance and creative culture. The goal was to produce dynamic content live on site and feed Porsche Germany’s social channels in real time.
All wrapped in the spirit of their new global campaign:
"Porsche. There Is No Substitute.”
Soho House Berlin just turned 15.
Porsche was there to celebrate. We came to capture the story. The result? A fast paced, multi format production documenting a night where two iconic names, Porsche and Soho House, collided at the crossroads of design, performance and creative culture. The goal was to produce dynamic content live on site and feed Porsche Germany’s social channels in real time.
All wrapped in the spirit of their new global campaign:
"Porsche. There Is No Substitute.”
We left Hamburg in our 968 production car heading toward Berlin with all camera gear tightly packed into the surprisingly large boot of the mighty 968 and a full schedule ahead. Checking into Soho House Berlin we got a taste of what makes the place a cultural anchor. Warm interiors calming design and that subtle feeling of curated ease set the tone for what was coming: Storytelling, community and a lot of beautiful chaos.
With just hours before the event kickoff we were already creating Instagram Story content for Porsche and shooting a batch of teaser images for a pre-event post. Flexibility was key, so we ran a two camera setup: one for stills, one for video, plus a vintage film point and shoot camera for the raw analog flavor that Porsche did not know they needed.
Every piece of content we captured contributed to Porsche’s “There Is No Substitute” campaign gathering sound bites and visuals that reflected the energy of the brand through real people not scripts.
As guests filtered in interviews started rolling. The question we posed “What makes Porsche stand out?”
The answers varied but each one anchored in authenticity. People did not talk about horsepower. They talked about feeling about memories about why nothing else compares.
In the background a stunning Porsche 911 Targa in PTS Viper Green stood out effortlessly its bold 70s inspired color popping against the clean sand toned backdrop of the Soho House lobby. The music food and design flowed around it making the brand feel lived in not advertised.
It was also a reunion of sorts. We caught up with familiar faces from the Porsche Germany community Felix and Sunny from HEIZR Ken from Petrosurf and others who shape the community side of the brand.
Also quick highlight Soho House candy buffet. A ridiculous detail but too good not to mention. Oh and I also went full English for the first time ever and my mind is still occupied with those delicious sausages.
When Porsche says "There Is No Substitute", they do not just mean the car. They mean the culture around it, the emotion, the relationships, the connection. That is what we were there to show. And that is exactly what we captured.
When Porsche says "There Is No Substitute", they do not just mean the car. They mean the culture around it, the emotion, the relationships, the connection. That is what we were there to show. And that is exactly what we captured.
We left Hamburg in our 968 production car heading toward Berlin with all camera gear tightly packed into the surprisingly large boot of the mighty 968 and a full schedule ahead. Checking into Soho House Berlin we got a taste of what makes the place a cultural anchor. Warm interiors calming design and that subtle feeling of curated ease set the tone for what was coming: Storytelling, community and a lot of beautiful chaos.
With just hours before the event kickoff we were already creating Instagram Story content for Porsche and shooting a batch of teaser images for a pre-event post. Flexibility was key, so we ran a two camera setup: one for stills, one for video, plus a vintage film point and shoot camera for the raw analog flavor that Porsche did not know they needed.
Every piece of content we captured contributed to Porsche’s “There Is No Substitute” campaign gathering sound bites and visuals that reflected the energy of the brand through real people not scripts.
As guests filtered in interviews started rolling. The question we posed “What makes Porsche stand out?”
The answers varied but each one anchored in authenticity. People did not talk about horsepower. They talked about feeling about memories about why nothing else compares.
In the background a stunning Porsche 911 Targa in PTS Viper Green stood out effortlessly its bold 70s inspired color popping against the clean sand toned backdrop of the Soho House lobby. The music food and design flowed around it making the brand feel lived in not advertised.
It was also a reunion of sorts. We caught up with familiar faces from the Porsche Germany community Felix and Sunny from HEIZR Ken from Petrosurf and others who shape the community side of the brand.
Also quick highlight Soho House candy buffet. A ridiculous detail but too good not to mention. Oh and I also went full English for the first time ever and my mind is still occupied with those delicious sausages.
