Porsche Design and Newgard Development Group are turning the familiar idea of collector-car storage into a more complete lifestyle destination. The first Porsche Design Concours projects are planned for West Palm Beach and Dallas.
Each destination is intended to combine cars, work, leisure and community in one controlled environment. That makes the concept closer to a private members’ club with automotive studios than a conventional storage facility.
Privately owned automobile studios
The first two developments are planned with 44 privately owned automobile studios, split evenly between West Palm Beach and Dallas. The studios range from about 2,700 to 6,000 square feet and sales are planned by invitation.
Each studio includes deeded ownership, a mezzanine, a full bathroom, wet bar and climate control. Owners are expected to use the spaces for work, relaxation and entertaining as well as displaying and protecting cars.
A club around the collection
A private membership Clubhouse is planned as the social centre of each destination. Proposed amenities include dining, lounges, coworking, padel, spa and wellness, terraces, events, concierge support and 24-hour security.
The central interior promenade called The Concours is designed as a gallery-like route through the project. Rather than hiding cars behind garage doors, the scheme makes the collection part of the architecture and daily experience.
Not limited to Porsche owners
Porsche ownership is not required and the studios are intended for collections spanning different manufacturers and eras. That broadens the idea from brand club to a design-led community for people who organise part of their leisure life around cars.
The locations are being selected to sit roughly ten to fifteen minutes from the communities their owners already use. Convenience is important because the developers want the spaces to become part of everyday routines rather than occasional storage visits.
A familiar idea for yacht owners
The proposition has a parallel with the marina clubhouse, where ownership, storage, service and social life meet in one place. For people who divide leisure time between boats and cars, the model is easy to understand.
West Palm Beach and Dallas are currently targeted to open in 2028, with further US locations planned. If the formula works, Porsche Design Concours could become a new category of automotive leisure property rather than a one-off real-estate experiment.
