Global Gallery

When art
overtakes ads. 

Porsche is a brand driven by dreams, actively helping the next generation of dreamers to realize their visions – dreamers like the artists of tomorrow and their unconventional works. Partnering with KÖNIG GALERIE Porsche offered them a global stage by turning iconic advertising spaces across the globe into a gallery – and the artists’ dreams into reality. Over eight weeks, five cities across North America, Europe, and Asia have become their canvas: New York City, Madrid, Berlin, Seoul, and Tokyo.

WATCH THE CASE FILM

Key Results

Great Work,
Works Great

5

11

200

228M

3x

Key markets

Commissioned artworks

Iconic billboards

Impressions globally

 Higher Brand Sentiment


The art world in lockdown. 

After being locked out of museums and galleries for so long, this multi-channel campaign allowed people to reconnect with art in public spaces, recreating the experience of a stroll through an open exhibition – free of charge and with a selection of commissioned works from the finest in contemporary art.

What’s more: if people fell in love with a piece they could own it as an NFT, at entry-level prices, joining the new wave of crypto-art investors.

The world's largest NFT exhibition.

Through supporting cooperations with media partners like COMPLEX and i-D the exhibition created more than 200 million visitors on and off the street, a career-defining moment for the artists and two public museums to buy into the collection. And the Porsche brand? They shifted their Positive Brand Sentiment to an all-time high – without showcasing a single car.

Porsche-Global-Gallery-Seoul-06
Porsche-Global-Gallery-Berlin-01-2
Porsche-Global-Gallery-Madrid-01
Porsche-Global-Gallery-NY-01
Porsche-Global-Gallery-Tokyo-01

"We want to celebrate these people who pursue their dreams, because a lot of people have dreams, but just a few really follow them."

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