Porsche Brand Ambassador and Grand Slam tennis champion Emma Raducanu joined customers and fans at a special event to celebrate the opening of the new Porsche NOW brand store at Battersea Power Station.

Porsche NOW – which is open until 1 December on the Ground Floor in Turbine Hall A - aims to bring the excitement and fascination of the Stuttgart luxury sports car brand to new, urban audiences in a novel style. Visitors are drawn into the original dream of Porsche founder, Ferry Porsche, who was inspired to build his perfect sports car. And the space will share this company philosophy of dreaming to help others achieve individual ambitions.

Those ambitions were personified on the night by 20-year-old Raducanu, who during the day had been training at the nearby National Tennis Centre ahead of her return to the WTA Tour in 2024. She thrilled guests, recounting the story of her rise through the tennis rankings and how her love of racing inspires her away from the court.

Emma discussed her early dreams and what motivated her along the path to sporting success. She went on to explain how motorsport was always a parallel passion, with Porsche also having a place in her heart from a young age.

“I always loved the style of Porsche sports cars since one of my first coaches would turn up at training in a 911."

"But, of course, since becoming a Brand Ambassador I have gained a wider understanding of the company, particularly regarding innovation, technology and sustainability,” commented Emma.

“I saw some cool things tonight I didn’t expect and in that way Porsche NOW has something for everyone; whether you already drive a Porsche or are just stopping by for a coffee. The idea to invite special guest speakers and host community workshops is also very cool.”

“The opening of Porsche NOW at Battersea Power Station is a big milestone for Porsche in Great Britain. This is our first realisation of the Porsche NOW retail concept in the UK. It’s an inspiring brand activation and retail format,” commented Krishan Bodhani, CEO Porsche Cars Great Britain.

“However, while the primary goal of Porsche NOW is to reach new customers, we are also focussed on engaging with the local community through education, well-being, the arts and lifestyle.”

Inside the store, there is a dedicated area where selected local artists will be live painting a mural, beginning this week with Lucy Ambler. In addition, 9 Elms Arts Ministry will be curating a gallery of local artists; reflecting the ethos of Porsche as a brand that enables people’s dreams, by proudly giving them a platform to showcase their work.

Local schools and colleges will also be invited into the space to hear from Porsche employees on topics such as sustainability and learn about career paths into becoming an apprentice technician.

Regular highlights will be hosted evenings dedicated to motorsport, design, and well-being.

And brand partners will also join with Masterclasses, including La Marzocco Coffee and Porsche Design with study of watchmaking.

The Porsche NOW concept is delivered in partnership with the retail Porsche Centre network, and the hosts can offer limited test drives. At Battersea, it is managed by the team from Porsche Centre West London, part of the Porsche Retail Group. Next year, Porsche NOW will visit other cosmopolitan urban centres around the UK.