When the Porsche Centre opened in Fredrikstad, Norway, it did so with the ambition to offer more than just cars but rather a holistic customer experience. For Pilot Architects, designing a new store for a brand with a strong identity required both precision and a deep understanding of how to interpret – and thoughtfully evolve – an established visual language. All materials and furnishings installed throughout the showroom play a part in the interior branding and overall experience, including the ceiling-mounted acoustic solutions.
A Monolithic Car Showroom Expression
The showroom's programming includes offices, meeting rooms, and customer zones. Throughout, warm woods, natural hues, and large, clean surfaces dominate. "It's about creating a destination, not just a store. The customer should feel welcome like they would at a luxury hotel. The design should not be intrusive but rather inviting – and above all, consistent and part of the 'Destination Porsche' global design concept", explains Ullrich Mende, architect and partner at Pilot Architects. "We wanted an expression that is natural and calm, and that reflects what Porsche stands for: quality, durability, and precision. Here, both the sales team and the customers should feel comfortable".
In an automobile showroom with hard, reverberant surfaces and high ceilings, poor acoustics often pose a significant challenge for speech clarity and employee comfort. To tackle noise issues, the seamless solution Rockfon Mono Acoustic was installed all across in a bright white, providing Class A acoustic control and complementing the store's sleek expression. The monolithic surface gives the room a cohesive and streamlined expression while effectively dampening noise and creating a pleasant acoustic experience for both customers and employees.
Rockfon Mono Acoustic can be installed both flat and curved, making it easy to integrate technical installations without compromising the architectural expression. With its high light reflection, it also helps reduce the need for artificial lighting, which not only supports the experience but energy savings as well.
"Poor acoustics are not noticed immediately, but over time it becomes tiring. It's important that surfaces and ceilings also contribute to the calmness", says Ullrich Mende. "We wanted large and continuous surfaces and were told about Rockfon Mono Acoustic, a solution that met both our aesthetic and acoustic needs".
An Invisible Part of the Workday
The focus for the architects was creating an atmosphere that feels informal and accessible rather than intrusive. Customers are free to sit down, explore material options, discuss details, or simply browse at their own pace. "It's not an office landscape or a traditional sales arena. The rooms are open and bright and are designed to invite casual conversations. Here acoustics matter. It should be possible to speak softly without the conversation getting lost in noise that travels from other areas," says Mende.
The employees that work at the Porsche Centre Fredrikstad every day can truly appreciate how such details function in practice. "Every detail was carefully considered and the acoustics are exemplary", says sales consultant Tommy Johansen. "Acoustics are an important, but perhaps invisible part of the workday – when it's good, you don't notice it, but if it were bad, it would create poor working conditions. Several customers have commented on how impressive the acoustics are in a space with such large surfaces and high ceilings. When both customers and colleagues from other stores notice it, we're extra proud of our !"
"I'm very pleased with the overall result we achieved. It is a project that shows how far you can go when all parties work towards the same goal. It is about precision in all aspects – and I really think this building reflects that," concludes Ullrich Mende.
