By Susan O'Neill Posted October 22, 2009, 1:26 PM EDT
TORONTO For the launch of the new Porsche Panamera—the first four-door sedan from the German automobile manufacturer—Downtown Porsche invited 600 guests to an unveiling and cocktail reception in the Front Street showroom Tuesday. “The cars only arrived in the country on the weekend,” said Michael Ney of Porsche. “Over the last 12 hours, we've transformed the showroom into a very high-end looking New York nightclub, with the stars of the show being the three Porsche Panameras—the Panamera S, the 4S, the Turbo.”
The dealership called on The Mint Agency to produce the event, which included a collaboration with luxury brands Rolex and Prada that gave away a Tudor watch and Prada luggage as part of a drawing. Another winner recieved Porsche luggage.
“We're really just trying to go for sexy, sophisticated,” said Jordan Fogle, C.E.O. of The Mint Agency. “It's a sophisticated clientele, and the car itself is an expensive car, so it's not for the masses. We really just wanted to keep the true essence of the brand and make sure we capture what the lifestyle is of a Porsche driver.”
The Mint team draped white slip covers over three Panameras positioned on the showroom floor. White orchids and candles topped cocktail tables throughout the space, and servers from Pinnacle Caterers offered a selection of wines to guests at the reception desk, which doubled as a bar. Helen Ching-Kircher, president and general manager of the dealership, welcomed guests to the event during a short presentation prior to the unveiling. Guests then had the opportunity to sign up to test drive the vehicle at a later date.
Event sponsors included Walker Hall Estate Winery, Dan Aykroyd Wines, VitaminWater, Rolex, and Prada.