Porsche has opened its latest “Porsche NOW” pop-up at Chadstone Shopping Centre in Melbourne, marking the brand’s second such concept store in Australia following the success of its Barangaroo activation in Sydney.

The temporary retail and experience space will operate from 1 November 2025 until 15 March 2026.

The Porsche NOW concept aims to bring the brand closer to the public by creating a space where visitors can explore vehicles, customise configurations, and learn about Porsche’s design and technology.

While customers can configure and visualise their vehicles in-store, final purchases are completed through official Porsche Centres.

Located on the ground floor in Chadstone’s Luxury Precinct, the pop-up features displays of new and classic models, including the new electric Macan and a Paint-to-Sample 911 Carrera GTS from the Porsche Exclusive Manufaktur program.

Chadstone Shopping Centre, where the pop-up is located, is Australia’s largest shopping centre and the biggest in the Southern Hemisphere. The centre houses approximately 530 stores and over 550 specialty retailers, including 10 anchor tenants.

With a total retail floor area of around 230,000 square metres and more than 10,000 parking spaces, Chadstone attracts over 20 million visitors annually.

The Porsche NOW store will host a range of activities throughout its run, such as live demonstrations, interactive installations, and family-friendly LEGO sessions.

Staff from Porsche Centres Melbourne, Doncaster, and Brighton will be available to assist visitors with enquiries.

In partnership with Melbourne coffee roaster St. ALi, the space will also serve the Porsche Exclusive Coffee Blend, typically available only at official Porsche Centres.

Visitors can also browse Porsche Lifestyle and Design collections, including sunglasses and Motorsport apparel.

A spokesperson from Porsche Cars Australia said the Barangaroo activation inspired the expansion: “The Porsche NOW pop-up at Barangaroo was a resounding success, drawing thousands of visitors and delivering an immersive brand experience in one of Sydney’s most vibrant precincts."

"It was a powerful demonstration of Porsche’s commitment to innovation, accessibility, and community engagement - bringing the Porsche spirit to life in a bold and contemporary way.”

Daniel Schmollinger, CEO and Managing Director of Porsche Cars Australia, added that the Chadstone location “offers our community a dynamic opportunity to connect with the brand and discover the lifestyle products that Porsche offers, especially as we approach the festive season.”

Porsche NOW Chadstone is located at Shop G041/1341 Dandenong Road and is open daily during Chadstone’s standard trading hours.