Inside the Zero Bond Dinner Where Orlando Bloom & Porsche Design Revealed Their Most Ambitious Concept Yet

Porsche Design and Newgard Development Group gathered an intimate group of guests at the members-only Manhattan venue for the first public unveiling of a concept that has been in development for years and has never been shown outside of a small circle of collaborators until now.

Photo Credit: Jason Malihan

Orlando Bloom set the tone for the evening with the kind of clarity that only comes from genuine belief in the product. “Porsche Design is a feeling,” he told the room. “It’s not chasing something, it just knows what it is.” What followed was the introduction of something that extends that feeling into a category Porsche Design has never entered before.

Harvey Hernandez, founder of Newgard Development Group, took the floor to introduce the Porsche Design Concours, a new private automobile studio and membership club concept that Porsche Design and Newgard have built together. “Tonight we are extending our belief into something entirely new,” he said. “We call it the Porsche Design Concours. To engineer the ultimate car enthusiast lifestyle and to set the benchmark for what that experience can look like. It’s about community and getting like-minded people together.”

Photo Credit: Jason Malihan

Photo Credit: Jason Malihan

The concept, revealed publicly for the first time at Zero Bond, is exactly what its name suggests and considerably more than what most people imagine when they hear the words car club. Each Porsche Design Concours destination comprises 22 privately owned automobile studios, ranging from 2,700 to 6,000 square feet, available by invitation only and featuring deeded ownership, a mezzanine level, a full bathroom, wet bar facilities, and a climate-controlled environment designed for both the vehicles and the people who care about them. At the center of each destination is The Concours, a central interior automotive promenade that functions as a gallery-like setting for arrival and circulation. A private, membership-based Clubhouse at each location rounds out the concept with amenities including padel, spa and wellness, dining, private lounges, coworking, outdoor terraces, and event spaces.

The first two locations are West Palm Beach, Florida and Dallas, Texas, both targeted to open in 2028.

Photo Credit: Jason Malihan

The evening’s most recognizable presence was Bloom, Porsche Design’s global brand ambassador, who was in attendance for the unveiling. Bloom’s relationship with Porsche Design runs deeper than a contract. A longtime Porsche enthusiast who spent years collecting the cars before the brand approached him to work together, he serves as the global ambassador for Porsche Design’s timepiece and eyewear collections, and most recently co-designed a capsule collection with the brand, including a limited-edition leather jacket and the P’86007 sunglasses. His presence at the Porsche Design Concours announcement carried the specific weight of someone who was not there to represent the brand from the outside but to extend a relationship that has been building for years.

“This blend of sports car-inspired aesthetics, unique heritage, and exclusive lifestyle truly fascinates me,” Bloom has said of the partnership. At its core, the Porsche Design Concours is built around that fascination, translated from a wristwatch and a pair of sunglasses into a private automobile studio on a 2,700-to-6,000-square-foot scale.

Photo Credit: Jason Malihan

Photo Credit: Jason Malihan

The Porsche Design Concours is built on a philosophy that Porsche Design has spent more than five decades refining in watches, eyewear, and leather goods: that the most compelling luxury is the kind that functions perfectly and looks inevitable. Translating that philosophy into a private automobile studio and membership club is the logical extension of everything the brand has built, applied to the environment that has always defined it most completely. The car.

The partnership between Porsche Design and Newgard is built on a shared conviction that the collector market has been underserved at the level of the space itself. The boats have marinas. The art has galleries. The wine has cellars. Most collectors have storage units for cars. Porsche Design Concours is built to change that.