On 4 October, SORRY,GUYS CREATIVE AGENCY set a new benchmark in automotive event production with the launch of the all-electric Porsche Macan for Porsche Centre Dubai & Northern Emirates, Al Nabooda Automobiles LLC.
With the AI Magical Garden concept, inspired by artificial intelligence, the event transformed the stunning ME Dubai Hotel, designed by Zaha Hadid, into a breathtaking jungle of real plants, ambient lavender lighting, and immersive installations.
The theme of the new all-electric Macan, ‘Keep Your Essence,’ was not just a tagline but an invitation for guests to experience a space where they could express their individuality.
Porsche’s AI Magical Garden: A space where the city meets nature and technology embraces human emotion
The inspiration behind the AI Magical Garden came from the SORRY,GUYS creative team’s understanding that the new all-electric Macan is more than just a car—it’s an emblem of self-expression.
With that in mind, the AI Magical Garden was conceptualised to reflect these values, offering a space that merges nature with urban aesthetics and technology with human emotions.
Every detail of the event, from the stylisation of the space to the naming of each activation zone, was crafted through the expertise of the SORRY,GUYS team in collaboration with artificial intelligence, making it a manifesto of technological singularity.
The event’s venue, the unique ME Dubai Hotel, was the perfect match for this concept. Its futuristic lines complemented the high-tech and nature-inspired installations, where guests found themselves wandering through a ‘real jungle’ of over 500 carefully placed plants and palms.
This dramatic transformation left guests in awe as they discovered a familiar space turned into an otherworldly experience.
Memorable experiences and high-tech activations at the AI Magical Garden
The creative team at SORRY,GUYS meticulously planned a series of thoughtfully curated experiences that blended cutting-edge technology with artistic expression. For example:
- CHANGE YOUR MOVES, NOT YOUR GAME: A basketball zone set amidst a vibrant fusion of nature and urbanism, where each shot in the glowing, plant-filled environment encouraged guests to redefine the rules of the game and express their inner freedom.
- CHANGE YOUR STAGE, NOT YOUR ACT: An AI-driven photo booth and AR mirror that captured guests’ essence, blending their real self with the magical environment to create a personalized artwork that they could take home as a memory.
- CHANGE YOUR CAMERA, NOT YOUR VISION: A claw machine experience where guests could win a unique lavender film camera, encouraging them to capture the event’s most memorable moments and see the world from a fresh perspective.
The grand reveal: A spectacle of light and innovation
The highlight of the night was the reveal of the new all-electric Porsche Macan, brought to life by an incredible light mapping show created in partnership with BUREAU BÉATRICE.
The show was a mesmerising display of light, technology, and motion, perfectly syncing with the Macan’s futuristic essence and adding another layer of emotion to an already captivating event.
“The collaboration with BUREAU BÉATRICE was essential in achieving the level of impact we envisioned for this event. We knew we needed a partner who could match our creative vision and deliver a world-class experience for the car reveal,” shared Sergei Gorpenko, Founder and CEO of SORRY,GUYS CREATIVE AGENCY.
“Our collaboration for the Porsche AI Magical Garden event exemplifies BUREAU BÉATRICE’s commitment to innovation in brand experiences. By integrating our advanced mapping technology, we successfully elevated the launch of the all-electric Macan, setting a new benchmark in automotive reveal events,” shared Kevin Alderweireldt, Co-founder and CEO of BUREAU BEATRICE.
Setting a new standard for automotive events
The Porsche AI Magical Garden event has set a new standard for automotive reveals in the region, not only because of its innovation but also because of its ability to engage and inspire.
With its incredible attention to detail, high-level luxury quality, and unique collaborations, the event has raised the bar for what’s possible in branded experiences.
As Sergei Gorpenko puts it, “Everything is possible with SORRY,GUYS—even what seems impossible. We hope this event will inspire other brands and agencies to push the boundaries of creativity and create something truly unique.”