Porsche Starts Building "Garages"! Design Concours: Private Automotive Studios from 250 sq m + Five-Star Clubhouse, Opening in 2028

[BitAuto News] Porsche Design and US-based Newgard Development Group have jointly unveiled "Porsche Design Concours", a brand-new car owner lifestyle concept centered around private automotive studios and a members-only private clubhouse, redefining the high-end car collection and vehicle storage experience. The inaugural two projects will be located in West Palm Beach, Florida, and Dallas, Texas, with openings slated for 2028.

The first two developments will feature a total of 44 private automotive studios—22 in West Palm Beach and 22 in Dallas—with individual unit sizes ranging from 250 to 560 square metres. Offered with freehold ownership, each studio is equipped with a mezzanine level, a full bathroom, and wet bar facilities. Fitted with climate- and humidity-controlled systems, the units are engineered to preserve prized collector vehicles whilst delivering complete residential comfort.

The design ethos behind the studios is to create an exclusive living space tailored for collectors——allowing owners to work in the morning, unwind in the afternoon, and host friends in the evening, moving far beyond a traditional garage dedicated solely to vehicle parking.

At the architectural heart of each development lies "The Concours", a central indoor vehicular gallery acting as the main spatial spine connecting all private studios. Departing from conventional outdoor driveways, The Concours places motorcars in an exquisite, gallery-like setting designed for arrival, transit, and showcasing owners' prized collections.

In addition, each project features a members-only private clubhouse serving as the community's social core, bringing together car culture, hospitality services, wellness, and bespoke owner events. Planned amenities include padel courts, a wellness spa, dining facilities, private lounges, co-working spaces, outdoor terraces, event venues, concierge services, and 24-hour security.

Notably, Porsche Design Concours does not require members to be Porsche owners. The development warmly welcomes car collectors of all marques, with studios capable of housing collections across diverse brands, eras, and categories—building the community around a shared automotive passion rather than the scale of one's fleet.

In terms of location, each project is situated within an approximate 10-to-15-minute drive from the lifestyle and social hubs of local collector circles, seamlessly integrating into owners' day-to-day routines rather than functioning purely as remote vehicle storage. Architecturally, the Dallas project is helmed by Gensler, while the West Palm Beach scheme is designed by Urban Robot Associates, both working in close collaboration with Porsche Design.

Volker Strotmeier, Member of the Executive Board of Porsche Lifestyle Group, noted that Porsche Design Concours expands the brand's design philosophy into an entirely new arena, aiming to "share passion and shape lifestyle". Harvey Hernandez, CEO of Newgard Development Group, remarked that it has never been about simple storage, but about creating a vibrant home built around a shared love for cars.

Source: Porsche Newsroom official press release

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