Porsche Design and Newgard Development Group have just unveiled Porsche Design Concours, a new category for the brand built around privately owned automobile studios and a private, membership-based Clubhouse, and West Palm Beach and Dallas are the first two cities to get one.
The West Palm Beach venue will hold 22 deeded studios of 2,700 to 6,000 square feet, with architecture and interiors by Urban Robot Associates in close collaboration with Porsche Design. Gensler is executing Dallas under the same brief.
Every studio will come with deeded ownership, a mezzanine level, a full bathroom, wet bar facilities, and a climate-controlled environment engineered for the vehicles and for the people sitting with them. The release describes a studio an owner might work from in the morning, rest in by afternoon, and host friends in by evening, and Newgard pitches the whole concept as a rethink of traditional vehicle storage rather than an upgrade to it. The studios will be sold by invitation only.
At the center of each building will be The Concours, a central interior automotive promenade that serves as the organizing spine for many of the private studios. It is designed as part of the building rather than an exterior drive aisle, a gallery-like setting for arrival, circulation, and the display of owners' collections. Gensler and Urban Robot Associates are working from the vocabulary Porsche Design has traded on since F. A. Porsche founded it in 1972, restraint, material honesty and architectural simplicity, under the principle he set out at the start: "Design is not simply art, it is elegance of function."
Each destination will also carry a private, membership-based Clubhouse conceived as the social heart of the community. Planned amenities include padel, spa and wellness, dining, private lounges, coworking, outdoor terraces, event spaces, concierge and 24-hour security. Porsche ownership is not required. The studios are built to take collections spanning manufacturers, eras and categories, and the brand says membership turns on shared passion rather than the size of the garage.
In West Palm Beach that puts it in a city already filling up with membership concepts. Court Club, the NDT Development-backed racquet and recovery club on the Summit Boulevard corridor, is slated to open in March 2027, and DUS Padel just recently opened, with Lucid Motors as an exclusive partner, across 26,500 square feet.
For Porsche Design the move is a new category. "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."
For Newgard's founder it is closer to home. "This project is very personal," said Harvey Hernandez, CEO and founder of Newgard Development Group. "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."
Both are described as the first chapter of a growing network, with additional Porsche Design Concours projects planned for select markets across the United States in the years ahead, in the cities where Newgard says the most committed collectors live, work and spend their time. West Palm Beach and Dallas are currently targeted to open in 2028.