Slush is an event held in Helsinki, Finland to showcase start ups and attract investment. At the 2017 edition, Porsche presented itself in a novel, innovative way, with openness being its leitmotif. The company's dynamic stand focused on people and their thoughts about sustainability and mobility. Porsche staff wore casual clothing, easy-going conversations were the talk of the day, all combining to create a relaxed atmosphere. Sustainable materials such as seats made of recycled skateboards underscored this new facet of the venerable car brand. The architecture opened the space and transformed it into a meeting place. Carpool Content provided a burst of Adrenalin with embedded media that encouraged conversation. The discussions inside the vehicles were broadcast at the stand. Porsche achieved its main goal: a focus on creativity and innovative thinking.