LAUNCH OF THE 2011 PORSCHE CAYENNE / LONGVIEW GALLERY, WASHINGTON, DC / OCTOBER, 2010
ART DIRECTION • EVENT DESIGN • VISUAL MERCHANDISING

When URBAN DADDY, the premier online purveyor of men's lifestyle info, expanded their empire to our nation's capitol, they created an irresistible conduit for upscale advertisers to reach a rarely tapped tastemaker crowd. Porsche's launch of the 2011 Cayenne called for a space that could accommodate multiple vehicles and a well-heeled crowd. WCIP transformed the stark interior of DC's Longview Gallery into a modern-day gentleman's club, complete with masculine Bauhaus chairs, tufted leather banquettes and wood-paneled bars. Isolated in pools of light, the luxury autos were displayed like larger-than-life works of art, yet remained open for guests to experience first-hand. Partygoers wandered between tasting stations manned by D.C. culinary celeb, Robert Wiedmaier, while champagne flowed to the beat of a six-piece acoustic band, fronted by a tuxedoed trumpeteer straight from the jazz age. Produced by Urban Daddy.
Photos by Len Spoden