We already know that Porsche makes some of the greatest driver's cars on the planet, but largely thanks to the success of the 911, the iconic brand transcends the automotive sphere. For instance, late last year, Porsche designed a fantasy starship for the latest Star Wars film. Even people with only a casual awareness of the motoring industry will know that Porsche stands for classic design and high performance.

With this in mind, Porsche Italia has opened up a brand new concept store in Milan, Italy, called the Porsche@CityLife project. It's located in the popular CityLife Shopping District and offers visitors, whether diehard Porsche enthusiasts or not, a unique digital experience with the brand.

"We want to appeal to people that are not necessarily familiar with the automotive sector and our products, but are attracted by other aspects of our brand such as design, technology, and sustainability," explained Pietro Innocente, Porsche Italia's CEO.

The concept store features a number of oversized digital screens both inside and outside, whereby visitors can get more insight into the history of Porsche or access more specific information if they're intending to purchase a new vehicle. So-called Porsche Experts will welcome visitors and focus not only on providing information, but also on hospitality.

Customers who prefer to stay home are catered for as well, as Porsche@CityLife is also accessible virtually. By going online, visitors can access services like a leasing calculator tool and a configurator.

A look at visuals from the store confirms that this isn't your typical sales-driven environment; yes, Porsche models like the Taycan and 911 are on display, but it evokes a feeling perhaps not unlike Apple's iStore, where visitors can freely interact with the products in a high-tech, welcoming atmosphere. As the pilot for a new store, Porsche@CityLife is both a perfect introduction to the brand and a novel way for Porsche fans to get closer to their favorite sports cars.