Inside Porsche Design Concours: The Private Car Club Coming to West Palm Beach in 2028

Harvey Hernandez has spent his career building real estate. He has also spent much of his life around cars and collectors. The question that kept returning, the one that eventually became Porsche Design Concours, was a simple one: why do the cars people care about most so often end up in spaces that have almost nothing to do with the passion behind them?

Photo Credit: Porshe Design Studio

The answer, announced on September 28, 2026 in a partnership between Hernandez’s Newgard Development Group and Porsche Design, is a concept that reimagines the very idea of vehicle storage from the ground up. Porsche Design Concours is not a garage. It is not a warehouse. It is a privately owned automobile studio, a space designed to be worked in, rested in, and lived in, centered on the cars that define an owner’s life rather than simply housing them.

The first two Porsche Design Concours locations will open in West Palm Beach, Florida and Dallas, Texas, with both targeted for 2028 and additional projects planned across the United States in the years ahead.

Each Porsche Design Concours destination comprises 22 privately owned automobile studios, available by invitation only and ranging from 2,700 to 6,000 square feet. The studios feature deeded ownership, a mezzanine level, a full bathroom, wet bar facilities, and a climate-controlled environment engineered to protect valuable vehicles and occupant comfort.

The studios are designed to accommodate the full range of a collector’s day. An owner might use the space to work in the morning, rest in the afternoon, and host friends in the evening, with the cars as the backdrop and organizing principle of it all. The concept draws a deliberate line between what traditional vehicle storage offers and what Porsche Design Concours is building: not storage at all, but a home for the parts of a collector’s life that revolve around their passion.

At the architectural heart of each destination is The Concours itself, a central interior automotive promenade that serves as the organizing spine for the private studios. Rather than a conventional drive aisle, The Concours brings the automobile into focus as a gallery-like setting for arrival, circulation, and displaying owners’ collections. It is built as an integral part of the experience rather than a functional necessity.

The design of both locations is rooted in the same philosophy that has defined Porsche Design since Professor Ferdinand Alexander Porsche founded the brand in 1972: precision, performance, and timelessness. “Design is not simply art,” Porsche himself said. “It is elegance of function.” Gensler executed that vocabulary of restraint, material honesty, and architectural simplicity for the Dallas location. Urban Robot Associates brought it to West Palm Beach.

Photo Credit: Porsche Design Concours

Each Porsche Design Concours destination will also feature 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. The Clubhouse brings together automotive culture, hospitality, wellness, and owner programming in a single environment, extending the concept’s logic outward from the individual studio into a shared social infrastructure.

Membership in the Clubhouse, like studio ownership, is built around shared passion rather than shared brand. Porsche ownership is not required. Porsche Design Concours welcomes collectors across marques, accommodating collections that span manufacturers, eras, and categories.

Location is a deliberate element of the Porsche Design Concours concept. Each destination is being selected for both the strength of its automotive and collector community and its proximity to the neighborhoods, social destinations, and everyday routines of the owners it serves. The goal is to position each Porsche Design Concours within approximately 10 to 15 minutes of where the local collector community lives and spends its time.

West Palm Beach is a natural first chapter for a concept built around exactly this demographic. Its rapidly expanding population of high-net-worth residents, its proximity to Palm Beach’s most established estates, and its position as one of the fastest-growing luxury markets in the country make the case clearly. The same logic applies to Dallas, where one of the country’s most significant concentrations of automotive collectors has built a community around a similar set of values.

“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.

Photo Credit: Porsche Design Concours

For Porsche Design, the Concours represents an extension of a design philosophy that has been building for more than five decades. “For decades, Porsche Design has created products that accompany people throughout their daily lives,” said 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.”

Newgard Development Group brings nearly $3.6 billion in aggregate development value across projects including Natiivo Miami, Natiivo Austin, BrickellHouse, One Flagler, LOFTY Brickell, and The Standard Residences. Its experience building lifestyle-driven, design-led properties that challenge conventional ownership models makes it a natural partner for a concept as specific and as ambitious as Porsche Design Concours.

This article reflects Newgard Development Group’s own published project details and portfolio. Newgard’s portfolio includes Natiivo Miami, Natiivo Austin, BrickellHouse, Centro, One Flagler, LOFTY™ Brickell, and The Standard Residences, Brickell Miami, and represents approximately $3.6 billion in aggregate development value. For more information, visit NewgardGroup.com.

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