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Porsche Unveils an Ultra-Exclusive Members’ Club and Studio Concept  

The first two invitation-only locations have been announced for Dallas and West Palm Beach

By Alexandria Sillo
Modern luxury garage with teal classic car, sleek interior design, and a floating mezzanine above with a sports poster.
A rendering of Porsche Design Concours. Photo: Courtesy of Porsche Design

On Monday, Porsche Design and Newgard Development Group unveiled an exclusive, invitation-only club concept that reimagines the traditional vehicle storage model. Introduced as Porsche Design Concours, with the first locations planned for Dallas and West Palm Beach, the experience looks beyond the private studio to include wellness amenities, dining, event spaces, outdoor terraces, and more.

Luxury cars displayed in a modern showroom with sleek architecture and ambient lighting.
Rendering of Porsche Design Concours. Photo: Courtesy of Porsche Design

With each studio ranging from 2,700 to 6,000 square feet, the vision is for the space to become a place where the collector can work, relax, and entertain.  “For decades, Porsche Design has created products that accompany people throughout their daily lives,” says Volker Strotmeier, member of the Porsche Lifestyle Group Executive Board. “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.”

Luxury garage with brown leather seating and cars stacked on vertical lifts against sleek beige walls.
Rendering of a studio mezzanine. Photo: Courtesy of Porsche Design

The architecture and design, a close collaboration between Porsche Design, Newgard Development Group,  and Gensler for the Dallas location and Urban Robot Associates for the West Palm Beach location, are defined by the same principles of the automaker. “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.”

Modern dealership building with sleek architectural design, cars displayed outside, surrounded by trees and a clear sky.
Rendering of Porsche Design Concours Dallas. Photo: Courtesy of Porsche

While ownership of a Porsche is not a prerequisite for an invitation, each location is being carefully chosen based on the strength of the collector community. The clubhouse at each destination will serve as a gathering place for automotive enthusiasts and is meant to cultivate a sense of community. “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,” said Hernandez.

Modern building with Porsche Design logo, cars parked outside, lush greenery, and a clear sky at sunset.
Rendering of Porsche Design Concours West Palm Beach. Photo: Courtesy of Porsche Design

The first two locations are expected to open in 2028.

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