A new destination for automotive collectors is coming to West Palm Beach. Porsche Design Concours, a new automotive ownership and private club concept created by Porsche Design and Newgard Development Group, will bring privately owned collector car studios, a membership-based Clubhouse and a gallery-like automotive environment to South Florida.
The first Porsche Design Concours locations are planned for West Palm Beach, Florida, and Dallas, Texas, with both destinations currently targeted to open in 2028. Together, the two properties will include 44 privately owned automobile studios, with 22 studios in each location.
Designed for automotive collectors, enthusiasts and lifestyle-driven owners, Porsche Design Concours moves beyond the traditional concept of vehicle storage. The studios are designed as private spaces where owners can display their collections, work, relax and entertain, while the Clubhouse creates a shared environment centered on automotive culture, hospitality and wellness.
For West Palm Beach, the project adds another luxury lifestyle concept to one of South Florida’s most active markets for collectors, design, hospitality and high-end real estate. The project is also part of a broader plan by Porsche Design and Newgard Development Group to develop a network of Concours destinations across selected U.S. markets.
A New Concept for Collector Car Ownership
Each Porsche Design Concours location will feature 22 privately owned automobile studios. The studios range from approximately 2,700 to 6,000 square feet and are being offered through invitation-only sales. Each studio includes deeded ownership, a mezzanine, full bathroom, wet bar and climate-controlled environment designed for both vehicle protection and occupant comfort.
The concept is designed around a simple premise: a collector’s automotive space can become more than a place to park a car.
Owners can use the studios as private automotive galleries and personal retreats, creating spaces that can accommodate work, relaxation, entertaining and the display of collections.
The Concours: An Interior Automotive Promenade
At the architectural center of the project is The Concours, an interior automotive promenade that forms the organizing spine for many of the private studios.
Rather than functioning as a conventional exterior drive aisle, The Concours is conceived as a gallery-like setting for arrival, circulation and the presentation of collectors’ automobiles. The design places the cars at the center of the experience while connecting individual studios to a larger automotive community.
The architecture and interiors are being developed in collaboration with Porsche Design, with Gensler working on the Dallas destination and Urban Robot Associates working on West Palm Beach.
The Private Clubhouse
Each Porsche Design Concours destination will also include a private, membership-based Clubhouse designed as the social center of the community.
Planned amenities include padel, spa and wellness facilities, dining, private lounges, coworking areas, outdoor terraces, event spaces, concierge services and 24-hour security.
The result is intended to bring automotive collecting together with the broader lifestyle associated with luxury private clubs.
You Do Not Have to Own a Porsche
One of the most notable aspects of Porsche Design Concours is that Porsche ownership is not required.
The concept welcomes collectors across automotive marques, eras and categories. The studios are designed for collections that can extend well beyond Porsche, with community and shared enthusiasm for automobiles forming the foundation of the experience.
That distinction separates Porsche Design Concours from a traditional marque-specific club. The Porsche name establishes the design language and brand philosophy, while the collector community is intended to extend across the wider automotive world.
West Palm Beach and Dallas Lead the Expansion
West Palm Beach and Dallas represent the first two destinations in a larger planned network.
Newgard Development Group says the broader vision is to create a curated network of Porsche Design Concours destinations in U.S. cities where automotive collectors live, work and spend their time. The company is targeting locations that can place each destination within approximately 10 to 15 minutes of the surrounding collector community.
For West Palm Beach, that strategy positions Porsche Design Concours within a market already associated with luxury real estate, automotive collecting, private clubs and the broader Palm Beach lifestyle.
Porsche Design Meets Automotive Real Estate
The project extends Porsche Design’s philosophy beyond products and into architecture and real estate.
Volker Strotmeier, Member of the Porsche Lifestyle Group Executive Board, described Porsche Design Concours as an extension of the company’s design philosophy into a new category that combines design, functionality and automotive culture.
Harvey Hernandez, CEO and founder of Newgard Development Group, said the concept grew from his experience in both real estate and automotive collecting.
“This was never meant to be storage,” Hernandez said. “It was meant to be a home for the parts of someone’s life that revolve around this passion.”
A New Chapter for West Palm Beach Collectors
Porsche Design Concours positions the automobile as more than an object to be stored. Its studios are designed around ownership, display, work, leisure and entertaining, while The Concours and Clubhouse create a shared setting for the wider collector community.
With West Palm Beach and Dallas serving as the first destinations, the project also represents a new intersection of automotive culture, private membership clubs, architecture and luxury real estate.
The West Palm Beach Porsche Design Concours is currently targeted to open in 2028, with additional destinations planned across the United States.
All photos courtesy Porsche.