Porsche's pop-up store will move to London and Shanghai at later dates (Photo: Porsche)

Porsche, attempting a new approach to attract younger customers, opened a temporary "pop-up" store in New York.

The store, which will move to London and Shanghai at a later date, supplements existing marketing activities and aims to increase awarenss of the Porsche brand, the sports car maker said in a press release.

"The new marketing format enables us to connect with young and young-at-heart visitors in an appealing way," said Bernhard Maier, head of sales and marketing for Porsche. "It is an innovative way of telling and experiencing the story of our brand."

Porsche's event space at the movable store comprises a sound lab, several media stations and a design corner. Giving prominence to Porsche's iconic 911 sports car, the store also provides an opportunity for visitors to take a virtual ride in the model and get to know it through sound and visualization.

The media stations tell 16 specially produced stories about the Porsche brand, while the design corner lets visitors create Porsche-related art that can be uploaded to social networks.