More than products

See and be seen not only applies to celebrities such as American football legend Tom Brady or top model Heidi Klum at OMR, but also to the brands themselves. Between technology, sustainability and promises for the future, it is clear that the most exciting brands are no longer just optimising products – they are designing systems that make experiences possible in the first place.

Porsche: There is No Substitute

Porsche shows particularly clearly how a classic industrial product is being transformed into a fully staged experience system. The sports car is no longer the end point, but the entry point into a brand world that expands via digital, physical and social touchpoints.

In concrete terms, this means that anyone who buys a Porsche is not just buying a car, but a personalised user experience. This becomes visible in Porsche Centres, which are less car dealerships than curated brand spaces, as well as in formats such as track days, which transfer the driving experience into a social context. The global community is also not a by-product, but part of the brand architecture.

What does progress and attitude à la Porsche look like? You can find out at OMR, in Hall B5 A01 - including a Behind the Scenes session.

→ Porsche at the OMR

Models such as the BYD Seal are not iconic vehicles, but scalable units within a mobility and energy ecosystem.

And the brand perception? Not through storytelling or design culture, but through efficiency and speed – with success: the BYD brand has been the largest electric car manufacturer in the world since 2025 – and is now also an official mobility partner of OMR. To find out more, visit the car manufacturer in hall A4 at stand F07. 

→ BYD at the OMR

Vitra

Vitra in turn shifts this logic into the space: the brand not only sells furniture, but also designs environments in which work, life and culture take place.

Products are less the end point than the building blocks of a curated spatial concept. This becomes particularly clear in the interplay of iconic design, architecture and the Vitra Campus as an overall system.

Vitra is thus shifting the focus to the question of how spaces function as systems – and how design structures behaviour, atmosphere and use at the same time.

Would you like to get to know Vitra at OMR? The masterclass will take place on 6 May at 3 pm in Hall B2, Track 07. 

→ Vitra at the OMR