The first two Porsche Design Concours destinations will feature 44 privately owned automobile studios—22 in West Palm Beach and 22 in Dallas—ranging from 250 to 560 square meters. Designed as more than vehicle storage, each studio is intended to function as a private retreat where owners can work, relax and entertain. Studios include deeded ownership, a mezzanine, full bathroom, wet bar and climate-controlled environment designed to protect valuable vehicles while maintaining occupant comfort.
At the architectural center of each destination is The Concours, an interior automotive promenade that serves as the organizing spine for many of the private studios. Rather than a conventional exterior drive aisle, The Concours brings the automobile indoors, creating a gallery-like setting for arrivals, circulation and the display of owners’ collections.
“Porsche Design Concours represents an exciting evolution of our design philosophy,” said Volker Strotmeier, Member of the Porsche Lifestyle Group Executive Board. “For decades, Porsche Design has created products that accompany people throughout their daily lives. With Porsche Design Concours, we are extending that philosophy into an entirely new category by creating environments that bring together design, functionality, and a shared passion for automotive culture. Our purpose is simple: share the passion, shape the lifestyle.”
Harvey Hernandez, CEO and founder of Newgard Development Group, which is designing and building the properties, said, “This project is very personal. I have spent my career developing real estate, but I have also spent much of my life around cars and collectors, and I kept coming back to the same question: why do the cars we care about most often end up sitting in spaces that have almost nothing to do with the passion we have for them? This was never meant to be storage. It was meant to be a home for the parts of someone’s life that revolve around this passion.”
Gensler and Urban Robot Associates drew on Porsche Design’s longstanding emphasis on precision, performance and timelessness, translating its restrained aesthetic, material honesty and architectural simplicity into the buildings. The approach extends the design discipline associated with Porsche Design products and luxury residential projects to the spaces surrounding the cars, reflecting the principle F. A. Porsche established when he founded Porsche Design in 1972: “Design is not simply art, it is elegance of function.”
Each destination will also include a private, membership-based Clubhouse serving as the social center of the Concours community. Planned amenities include padel, spa and wellness facilities, dining, private lounges, coworking areas, outdoor terraces, event spaces, concierge services and 24-hour security.
Porsche Design Concours is open to collectors across marques, with Porsche ownership not required. The studios are designed to accommodate collections spanning manufacturers, eras and categories, while community, design and access to curated experiences form the foundation of the ownership concept.
Location is another key element. Each destination is being selected for the strength of its automotive and collector community, as well as its proximity to the neighborhoods, social destinations and daily routines of owners. The aim is to locate each Porsche Design Concours within roughly 10 to 15 minutes of where local collectors live and spend their time, making it part of everyday life rather than simply a place to store or retrieve a vehicle.
Hernandez said West Palm Beach and Dallas represent the opening chapter of a broader expansion. “Our vision with Porsche Design Concours is to create a carefully curated network of these destinations across the United States, in the cities where the world’s most passionate collectors live, work and spend their time,” he said.
The West Palm Beach and Dallas locations are targeted to open in 2028, with additional Porsche Design Concours projects planned across the United States.
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