Porsche Design Concours Is Creating a Private World for Car Collectors.
A car collection can become a personal record of taste: an early fascination with a particular marque, an appreciation for engineering, a search for the model that defined an era. Porsche Design Concours proposes giving that personal record a setting where owners can spend more of their lives appreciating their collection.
Unveiled on September 28 by Newgard Development Group and Porsche Design, the concept pairs deeded automobile studios with a private, membership-based Clubhouse. Its first destinations are planned for West Palm Beach and Dallas, each with 22 studios offered through an invitation-only sales process. Pricing begins at $2.5 million, with both locations targeted to open in 2028.
A Gallery With Room to Stay
The studios are planned to range from approximately 2,700 to 6,000 square feet. Each will include a mezzanine, a full bathroom and wet bar facilities, within a climate-controlled environment designed for vehicles and the people spending time with them.
Harvey Hernandez, CEO and founder of Newgard Development Group, which is developing the properties, explained the personal motivation behind the concept in the launch announcement: “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.”
At the center of each destination will be The Concours, an interior automotive promenade connecting many of the private studios. Conceived as a gallery-like space for arrival, circulation and display, it brings the collections into the architectural heart of the property.
The Community Around the Collection
The private Clubhouse is intended to give members reasons to return throughout the week. Planned amenities include dining, lounges, coworking areas, outdoor terraces, event spaces, padel, spa and wellness facilities, concierge service and 24-hour security. Curated programming will add a shared calendar to the ownership experience.
This is perhaps the most interesting part of the proposal. Collecting creates natural points of connection between people whose interests may span business, design, history and craftsmanship. Here, these connections have a permanent address.
And an important note that Porsche ownership is not required. The destinations are intended to accommodate collections across manufacturers, eras and categories, leaving room for a community that often has varied automotive tastes.
Design for a Collector’s Daily Life
Porsche Design collaborated on the architecture and interiors, with Gensler executing the Dallas destination locally and Urban Robot Associates the West Palm Beach project. The announced approach emphasizes precision, restrained materials and architectural simplicity, carrying the brand’s functional design philosophy into spaces built around automobiles.
West Palm Beach and Dallas are the opening chapter of a proposed U.S. network, with further destinations planned for selected markets.
