ATLANTA (September 28, 2026) – Porsche Design and Newgard Development Group have unveiled Porsche Design Concours, a new car ownership concept built around privately owned automobile studios and a private, membership-based Clubhouse. The first two locations will be in West Palm Beach, Florida, and Dallas, Texas, with openings targeted for 2028. Additional projects are planned in select markets as part of a nationwide network.

Designed for automotive enthusiasts, collectors, and lifestyle-driven owners, Porsche Design Concours reimagines traditional vehicle storage. Each location gives owners dedicated spaces where cars, work, leisure, and community come together in one environment. The architecture and interiors of the first two locations were designed in close collaboration with Porsche Design. Gensler is carrying out the work locally in Dallas, and Urban Robot Associates in West Palm Beach.

Private Automobile Studios
The first two destinations will have 44 privately owned automobile studios, 22 in each city, ranging from about 2,690 to 6,030 square feet. Each studio is meant to become a distinct space in a collector’s life. An owner might work there in the morning, rest there in the afternoon, and host friends there in the evening. Owners hold the studios by deed, and each has a mezzanine level, a full bathroom, and a wet bar. Each is also climate-controlled to protect both valuable vehicles and the comfort of the people using the space.

The Concours
At the architectural heart of each destination is The Concours, a central indoor automotive promenade that serves as the organizing spine for many of the private studios. It is built as an integral part of the experience rather than as a conventional outdoor drive aisle. The Concours puts the cars at the center, with a refined, gallery-like setting for arriving, moving through the building, and displaying owners’ collections.

“Porsche Design Concours represents an exciting evolution of our design philosophy. 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.”

– Volker Strotmeier, Member of the Porsche Lifestyle Group Executive Board

“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.”

– Harvey Hernandez, CEO and Founder of Newgard Development Group

Design Philosophy
Gensler and Urban Robot Associates worked from the design philosophy that Porsche Design built its name on, rooted in precision, performance, and timelessness. They carried its restraint, material honesty, and architectural simplicity into the buildings themselves. The result is a setting where the same discipline that shapes Porsche Design products and its residential real estate projects now shapes the space around the cars. The guiding principle is the one F. A. Porsche set out when he founded Porsche Design in 1972: “Design is not simply art, it is elegance of function.”

The Clubhouse
Each destination will also have a private, membership-based Clubhouse, conceived as the social heart of the Concours community. It will bring together automotive culture, hospitality, wellness, and programming for owners. Planned amenities include padel courts, a spa and wellness facilities, dining, private lounges, coworking space, outdoor terraces, event spaces, concierge service, and 24-hour security.

Porsche Design Concours welcomes collectors of every marque, and owning a Porsche is not required. The studios can hold collections from any manufacturer, era, or category, and the emphasis is on shared passion rather than collection size. Community, design, and access to curated experiences form the foundation of the ownership experience.

Locations and Expansion
Each destination is chosen both for the strength of its local automotive and collector community and for its closeness to the neighborhoods, social destinations, and daily routines of the owners it serves. The goal is to put each Porsche Design Concours within about 10 to 15 minutes of where local collectors live and spend their time. That way it becomes part of everyday life rather than just a place to store or pick up a car.

“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.”

– Harvey Hernandez, CEO and Founder of Newgard Development Group

The West Palm Beach and Dallas locations are the first chapter of that network. Both are currently targeted to open in 2028, with more Porsche Design Concours projects planned across the United States in the years ahead.