Smart Use of Vacant Spaces for Better Shopping Experiences: The Successful MOONCITY Vienna × DMS Concept.

3. #DMSTalk: Digitizing Pop-Up Stores

Vienna, June 23, 2021 — Vacant retail spaces in city centers offer unique opportunities for impactful pop-up stores: perfect for temporary yet impressive shopping experiences. One standout example is MOONCITY Vienna, located on Mariahilfer Straße since autumn 2020, where visitors can explore the world of e-mobility in an interactive and engaging way.

Together with Porsche Media & Creative (PMC), Digitale Mediensysteme GmbH (DMS) transformed the vacant space into a one-of-a-kind retail experience that showcases the full range of Porsche Holding’s flagship brands. On Tuesday, June 22, this successful concept was the focus of discussion at the third edition of #DMSTalk, where experts explored how to turn empty space into added value.

Andreas Martin, Managing Director of Porsche Media & Creative, which developed the MOONCITY pop-up store, explained:

“This pop-up store is clearly positioned as a marketing and sales initiative in which we pursue innovative strategies. We’ve brought together several e-vehicle manufacturers from the Volkswagen Group at a high-traffic, inner-city location. In the 144 actual sales days since opening in mid-September, we’ve welcomed over 50,000 guests. These visitors typically arrived well-informed and with specific information needs. Our approach is strongly based on online and offline video content, supported by storytelling that captivates.”

‍

Martin also noted that digitalization in the car buying journey has accelerated — not just due to COVID, but also due to evolving customer expectations. The retail experience is changing rapidly, and making smart use of vacancies is more important than ever.

Brands such as Porsche, SEAT, Volkswagen, CUPRA, and Audi are all featured at MOONCITY Vienna. Bernhard Loos, Head of Marketing and Sales at Audi Austria, added:

‍

“Here in the pop-up store, potential customers receive independent and comprehensive advice. It’s a neutral setting where we can present new models and engage meaningfully with visitors. We recognize that in-person visits are becoming increasingly valuable. The physical shopping experience matters — but so do digital touchpoints beforehand. That’s why we also offer live digital consultations via our website, which are especially popular outside regular dealership hours.”

‍

The customer journey now runs across both analog and digital channels, and every interaction can be tracked and evaluated using key performance indicators (KPIs).

As a presenter, Oliver Nitz, CMO of Digitale Mediensysteme GmbH (DMS), highlighted innovative applications already in use at MOONCITY Vienna. One key feature is the real-time frequency measurement system, which continuously sends data to Porsche Holding headquarters in Salzburg while simultaneously helping to ensure compliance with current COVID-19 regulations. Another example is an interactive game accessible to customers via QR code directly in the store, designed to boost engagement in a playful and meaningful way. The pop-up store also features particularly impressive digital screens that are fully networked to deliver seamless, immersive content throughout the space, enhancing the overall visitor experience.

The #DMSTalks are to continue in autumn. The latest video is retrievable via https://youtu.be/AWogueOgFqE.

About Porsche Media & Creative.

Porsche Media & Creative GmbH is the full-service in-house media agency of Porsche Holding Salzburg. Founded in 1989 and restructured in 2020 under its current name, the agency is a 100% subsidiary of Porsche Holding and operates from offices in Salzburg and Vienna. Originally established to serve internal clients, PMC now manages the media and marketing needs of numerous group brands including Volkswagen, Volkswagen Commercial Vehicles, Audi, SEAT, Škoda, Porsche Bank, MOON Power, Mobidrome, and DasWeltauto.at.

Over the years, the agency has earned widespread recognition, receiving awards such as the ORF Top Spot, Media Award, WebAD, RMS Radio Award, Out of Home Award, and Native Advertising Award, among others. PMC’s service portfolio includes media and marketing research, data analytics, media strategy and consulting, media planning and buying, search engine marketing (SEA), programmatic advertising, creative development and production, photo and video creation, advertising material production, corporate identity management, and event marketing. The agency also operates an in-house print shop and, since early 2020, has extended its services to external clients as well. PMC is a registered trademark.

About DMS.

Digitale Mediensysteme GmbH (DMS) was founded in 2004 and has since developed into a leading digitization partner for wow experiences in retail operations in the DACH region - always with the aim of inspiring: making digital matter. From its location in Vienna-Ottakring, the company is also active on a project basis in Italy, Slovenia and Hungary, a total of 13 countries.

A team of around 25 employees ensures that multimedia content in retail and service companies at the POS reliably reaches people where it brings concrete benefits. Digital signage, in-store radio and corporate TV solutions provide relevant information and contribute to a comprehensive brand experience. DMS works with the best technology providers and acts as a full-service agency that can offer everything from conception, development and implementation to ongoing editorial and technical support: always with a hands-on mentality and a team that works reliably to perform even better.

We make digital matter. www.digitale-medien.at/en