Hall of Legends

The Hall of Legends is the first VR brand experience in the automotive industry that allows users to discover the heritage and future of Porsche.

90%of users would like to see more content.

85%of users would recommend the application to others.

80%of users confirmed a positive influence of the experience on brand perception.

The task

In 2018 Porsche leaves the LMP1 class after a triple victory at the Le Mans 24h race. The reason: Porsche is going to compete in Formula E. This is a major innovation for those Porsche fans with gas in their veins. Reason enough to communicate this generational change to fans and customers.

Image Credit Porsche

The targets

Popularize the Porsche brand with the new, young target group*.

Communicate the entry into Formula E from the 2020 season onwards.

Strengthen the brand and emphasize its innovative character by using new forms of communication (VR).

*Age 16-35, global, live in an urban environment, do not own a car, have little or no relationship to the Porsche brand so far.

Our solution

In collaboration with our partners at Nerdindustries GmbH, we use innovative technology - Virtual Reality - to bring the fascination for tech to a new level. We inspire fans & multipliers with five interactive and immersive core messages communicating: Porsche is competing in Formula E. We enter new terrain with courage - as always - because innovation, courage and team spirit are at the heart of Porsche Motorsport.

The Hall of Legends is the first VR brand experience in the automotive industry that allows users to discover the heritage of Porsche and understand the mindset that has masterminded its success over the past 70 years. We showcase the amazing people, fantastic innovations and unique stories behind the brand. By using VR, we make these stories tangible, creating strong emotions that leave a lasting impression.

The result: A move away from one-dimensional representation towards unexpected, interactive storytelling.

The Archivist: Museum guide and expert

A key component of a positive user experience is an exciting story. In our case, this is transported through our avatar (the Archivist). The Archivist welcomes the user, explains the task, guides him through the application and tells exciting, previously unknown anecdotes from the history of Porsche.

Caption: The Archivist is Porsche's first virtual character embodying the brand values and design language. Based on the current vehicle design, he appears as an approachable, friendly and helpful companion in the application.

Mood image for the future archivistImage Credit Nerdindustries

The Legends: Brilliant people and great innovations

An essential feature of the Hall of Legends are the five vehicles that symbolize Porsche's many decades of success and its innovative character.

Users can explore the following vehicles as virtual images: Egger Lohner C.2 Phaeton (1894), 550 Spyder (1954), 917 (1970), Tag Turbo (engine; 1981) and 919 (2018). Each vehicle comes with a wealth of information, anecdotes and a defining personality from the corresponding era.

Image Credit Unique & Limited

A virtual journey into unique historical moments

The archive: Home of the Legends

We created a completely new, futuristic VR world for Porsche in the form of a virtual archive: the Home of Legends. Combining massive proportions and enormous concrete columns, a minimalistic, movable white garage wall contains thousands of garages that bridge the architectural gap between past and future - a space that could have theoretically been built 70 years ago but is equipped with state-of-the-art technology today. A truly awe-inspiring effect.

The Garages: Time capsules of the past

The garages house the Porsche legends and are decorated with countless details from their time. You'll find original scans of documents (e.g. Herbert Linge's track notes), posters, pictures and related artifacts that inspire discovery in every room.

The iconic moments:

Experiencing history up close

Numerous interviews with contemporaries as well as extensive research into documents from the Porsche Museum gave us the special stories that people have told their friends, acquaintances and children over the course of many generations.

These stories can be relived through interactive moments in the Hall of Legends. In fact, they are key artifacts here: The user must complete a task (gamification) for each legend in order to decode Porsche's DNA and transfer it into the racing car of the future.

The highlight: A ride in the 550 Spyder at the 1954 Mille Miglia, where Hans Herrmann and Herbert Linge ducked under a railroad barrier at the last minute to escape an approaching train.

The Formula E car: A look into the future

The Formula E car is brought to life when all the components of Porsche Motorsport's success come together. Mission accomplished - or at least virtually. The experience is continued on popular social media channels. Fans and enthusiasts can support the Porsche Motorsport team in real life too: Using #fanboost, fans can vote for their favorite team in every Formula E race, giving the winning team an energy boost and competitive advantage on race day.


1.Scalable use: Depending on the intended use, it's possible to influence the duration of the application by means of a remote iPad application.
2.The TAG Turbo's engine was scanned and digitized using photogrammetry techniques.
3.The application will be available on the Steam platform from November 2019, making it accessible to a larger user group.

Insights: Challenges of user experience & user interface in VR

  • Image Credit Nerdindustries

    Maximum walkable area in real space versus the virtual room size.

    Emotional brand experience through immersive storytelling

    The aim of a VR application is to use the technical capabilities sensibly and make an experience as immersive as possible. This means, among other things, giving the user the freedom to explore the new virtual world in their own way and at their own pace (Open World).

  • Image Credit Nerdindustries

    Dealing with inexperienced users - disorientation

    The problem here: Users are still inexperienced in dealing with VR technology; orientation in a virtual 3D space is still something completely new. Additionally, the handling of controllers (especially teleporting) is yet to be learned and experienced. There is therefore the danger that the user doesn’t know how to move, where to go and how to get around and misses important information. A fast abort rate is thus inevitable.

  • Image Credit Nerdindustries

    Visual Guidance - Tutorials & Support

    In order to avoid this, we give the user enough support to lead them to the next step. The user is initially introduced to the operation of the controller and the available interaction elements in a tutorial. Illuminated blue elements are recognizable as interaction points throughout the entire experience. In this way, we ensure the user is able to move around freely, but with the help of visual guidance they are given enough points of orientation to interact with and find further content.

The result: First of its kind

This VR experience is used exclusively at motorsport events, POS and numerous races. We later created a Chinese language version, in addition to the original German and English, due to high demand.A comprehensive marketing and usage concept including manuals, website, key visuals, trailer, and technology consulting was developed in addition to the application.The application was among the finalists for the AIXR VR Award 2019.

Image Credit Porsche

Image Credit Porsche

Participating companies




Under Armour