Live in the moment: With Apple Vision Pro, the digital experience becomes a real space.
© Porsche AG | Editorial Vision Pro test capture by Ulrich Buckenlei – Visoric GmbH (no involvement in the app)
From screen to space: New standards for brand staging
As journalists with a focus on technological trends, we explored how Porsche’s “My Icon of Cool” app brings the iconic 911 to life as a photorealistic mixed reality experience on the Apple Vision Pro. Our intention was to analyze and report on this innovative use of spatial computing — not to imply any involvement in its development.
Please note: Visoric was not involved in the creation or implementation of the “My Icon of Cool” app. Our role was purely journalistic, offering independent analysis and coverage of the spatial experience.
- Apple Vision Pro turns the Porsche 911 into a spatial object
- “My Icon of Cool” links product design with real interaction
- Immersive technology becomes an emotional brand experience
Design you can touch: The Porsche 911 as a mixed reality twin.
© Porsche AG | Editorial Vision Pro test capture by Ulrich Buckenlei – Visoric GmbH (no involvement in the app)
Right at app launch, the full impact unfolds: The Porsche appears as if it’s truly standing in front of the user – with light reflections, shadows, and precise spatial anchoring. The experience is intuitive, direct, and instantly effective. Brand presentation is not conveyed – it is lived. This new dimension of brand leadership emphasizes presence, quality, and innovation.
Design object Porsche – experienced as a living 3D model
The digital representation of the Porsche 911 in “My Icon of Cool” is not a model – it is an experience. Every angle, every line, every surface is designed so that the car feels as realistic in mixed reality as it does in the showroom. The app transforms a premium product into an immersive spatial object. Through high-quality materials and precise engineering, digital aesthetics become tangible reality.
- High-quality PBR material and realistic lighting logic
- Interactive features: open doors, change paint, choose rims
- Design and engineering meet spatial experience
Configure, experience, share – web interface meets immersive app.
© Porsche AG | Editorial Vision Pro test capture by Ulrich Buckenlei – Visoric GmbH (no involvement in the app)
The user can move freely around the vehicle, zoom in on details, switch perspectives. This creates a new quality of brand relationship: The Porsche is discovered, not just viewed. It creates closeness – and relevance. The fusion of digital product and emotional interaction shapes a new user understanding.
Seamless integration of web configurator and native app
“My Icon of Cool” is not a standalone experience – it’s part of an intelligent ecosystem. The app receives data directly from the Porsche web configurator and visualizes it in real time on the headset. This turns a web configuration into a mixed reality experience. Data is no longer just displayed – it becomes spatially tangible.
- Direct connection to the Porsche web configurator
- Customization via API: color, rims, features
- Seamless transition from browser to spatial world
From headset to smartphone – for everyone who wants to take the excitement with them.
© Porsche AG | Editorial Vision Pro test capture by Ulrich Buckenlei – Visoric GmbH (no involvement in the app)
What the user creates online appears just seconds later in front of them – scaled, anchored, alive. This makes configuration an experience. No longer an abstract process, but an emotional decision in space. This integration shows how digital journeys can be conceived and implemented holistically.
Smartphone as a bridge between app, web, and reality
Porsche also considered follow-up communication in “My Icon of Cool”: After the experience, the configured model can be transferred directly to the smartphone – via AirDrop or QR code. A technical trick? No – a smart extension. This consistently extends the user experience – beyond the headset.
- AirDrop export of the vehicle for sharing and storage
- QR code sharing for cross-platform use
- Smooth transition between headset and smartphone
The vehicle comes to life – controlled by gaze, gesture, and voice.
© Porsche AG | Editorial Vision Pro test capture by Ulrich Buckenlei – Visoric GmbH (no involvement in the app)
The smartphone becomes a tool for memory, interaction, and sharing. So the experience doesn’t stay in the headset – it moves into your hand, onto your device, into your communication. And that’s exactly what extends the brand experience beyond spatial boundaries. A thoughtful UX strategy that avoids media breaks.
The video: Mixed reality in motion
The accompanying video reveals the entire staging: from the moment of launch to interaction with the vehicle and configuration via UI and gestures. It quickly becomes clear: this is not just visualization – it’s a production. The dramaturgy supports the emotional brand image.
- Real-life usage on Apple Vision Pro as narrative
- Voiceover explains background and experience design
- Video dramaturgy as emotional brand amplifier
This is how it works: Interplay of headset app, web configurator, and smartphone.
© Porsche AG | Editorial Vision Pro test capture by Ulrich Buckenlei – Visoric GmbH (no involvement in the app)
The video not only documents what’s possible – it shows what mixed reality feels like. The brand staging becomes a spatial story. And every frame leaves you wanting more. Visoric didn’t just visualize here – they created true brand emotion.
Infographic: Three systems, one experience – architecture of the experience
Complex technologies require simple visualization. Our infographic shows how the app “My Icon of Cool” on Apple Vision Pro, the Porsche web configurator, and the smartphone function as a unit – a modern system of three intelligent building blocks.
- Headset app: Real-time visualization & interaction
- Web configurator: Configuration & data foundation
- Smartphone: Mobility & shareability
Step in: The experience in action on Apple Vision Pro.
© Ulrich Buckenlei – Visoric GmbH
This interplay is more than a workflow – it is a strategic architecture for immersive brand leadership. The graphic makes it clear how brand spaces are conceived today: connected, emotional, and instantly accessible.
From AR to MR: The future is spatial – and personal
With “My Icon of Cool,” Porsche has set a new benchmark – for brands, technology, and user experience. Mixed reality is not demonstrated here – it is used. And that’s where the power of this implementation lies. It’s not a gimmick – but a real tool for emotional brand leadership.
- App, web & mobile as a unified brand experience
- MR instead of presentation – immersion as strategy
- Visoric as implementation partner for immersive excellence
Visoric. Mixed Reality, made real.
© Ulrich Buckenlei – Visoric GmbH
This experience stands as a model for the future of brand interaction. It shows how products are brought to life digitally – not in isolation, but embedded in real contexts. And that’s what makes it so impactful. Brand leadership begins in space – and resonates far beyond.
Visoric. Mixed Reality, made real.
- Consulting & strategy: We develop your immersive roadmap
- 3D & UX design: Realistic models and intuitive interaction
- App development & deployment: Native experiences on Apple Vision Pro and other devices
We support you from concept to implementation – with creative excellence, technical depth, and real passion. Contact us now.
Contact Persons:
Ulrich Buckenlei (Creative Director)
Mobile: +49 152 53532871
Email: ulrich.buckenlei@visoric.com
Nataliya Daniltseva (Project Manager)
Mobile: +49 176 72805705
Email: nataliya.daniltseva@visoric.com
Address:
VISORIC GmbH
Bayerstraße 13
D-80335 Munich
