Fast-lane Fashion
By Betsy Kroll
Fall 2005 Style & Design
Until the creation two years ago of the Porsche Design brand, which
offers high-end men's accessories, namesake merchandise seemed a tad
tacky. The company has formed partnerships with leather-goods maker
Salvatore Ferragamo and sportswear giant Adidas, and the newly
redesigned Berlin store is a technological feat. Placement of a product
on a central table prompts item information and images on plasma
screens, and touchable arrows on the windows allow customers to browse
merchandise after hours. A New York City version will open in November.
What is the company's relationship with the sports cars? "We share the
DNA and the history," says president and CEO Siegmund Rudigier, "but we
are not doing car accessories."
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