Porsche Design Concours: private car studios and a members' clubhouse coming to West Palm Beach and Dallas

Porsche is putting its name on a place to keep, show off and spend time with a car collection. On Sep 28, 2026, Porsche Design, the brand's lifestyle arm, and Newgard Development Group, a Miami real estate developer, announced Porsche Design Concours: buildings full of privately owned garage studios, wrapped around a members-only Clubhouse. The first two are planned for West Palm Beach, Florida, and Dallas, Texas, with 22 studios each, and both are aiming to open in 2028. Studios are sold by invitation only, and Porsche ownership isn't required. Neither company has announced prices.

This is a real estate project with Porsche Design's name and design input, not a Porsche dealer program or a factory-run club. Porsche Design worked with Newgard on the architecture and interiors, Newgard is designing and building the properties, and Newgard's project page describes it as 'developed by Newgard Group in collaboration with Porsche Design.' The news went out through Porsche's US and global newsrooms and the Porsche Lifestyle pressroom, and it got a new round of attention in mid-October as local outlets in both cities covered the sites.

What owners get: a studio, not a parking space

Each studio is a private, individually deeded space, so buyers own it outright, like a condo, rather than renting a spot. According to the Porsche release, every studio has:

• 2,700 to 6,000 square feet of space (Porsche's global release gives 250 to 560 square meters).
• A mezzanine level above the car floor.
• A full bathroom and a wet bar.
• Climate control meant to protect both the cars and the people using the space.

Porsche says the studios are meant for an owner 'who might work from it in the morning, rest in it in the afternoon, and host friends there by evening.' Hernandez told PaperCity that each studio is being designed to hold roughly 10 to 22 cars, depending on its size, layout and whether the owner adds optional car lifts. He said final numbers depend on those layouts.

At the center of each building is what gives the project its name. The Concours is an indoor driveway that many of the studios open onto. Porsche calls it 'a refined, gallery-like setting for arrival, circulation, and the display of owners' collections,' built into the building instead of the outdoor drive aisle most car-condo projects use.

The Clubhouse

Each site also gets a private Clubhouse, which Porsche calls 'the social heart of the Concours community.' Planned amenities in the release: padel courts, a spa and wellness area, dining, private lounges, coworking space, outdoor terraces, event spaces, a concierge and 24-hour security. In his PaperCity interview, Hernandez said the events being considered include car gatherings, collector dinners, product presentations, 'motorsport-related experiences,' wellness activities and social events. No racetrack or driving program has been announced. The restaurant isn't settled either. Hernandez said Newgard is still talking to possible hospitality and operating partners, and the restaurant concept, food and operator will be announced separately.

One open question: Motor1 notes that neither company has said whether people who don't own a studio can join the Clubhouse.

The two sites

Dallas: the site is at 1450 Empire Central Drive near Dallas Love Field, according to PaperCity. Gensler, the architecture firm, is designing it. Hernandez told PaperCity the spot was chosen for being close to Highland Park, University Park and Preston Hollow, for easy access to the Dallas North Tollway, and for being near the airport, which helps collectors who travel a lot or have homes in more than one city. The Dallas Business Journal headline on Oct 14, 2026, calls it a '$50 million luxury car club' near Brook Hollow. The full article is behind a paywall, so we haven't seen how that figure is broken down.

West Palm Beach: the site is at 2500 N. Florida Mango Road on 2.6 acres, according to Florida YIMBY and Traded. Urban Robot Associates is the architect. Both outlets report that PB Vaults Development LLC, a company tied to Newgard, bought the land in August 2026 for $10.5 million, reportedly with a $6.3 million loan from Belmont Bank & Trust. The site was previously planned for a different car-condo project, Palm Beach Auto Haus, with 20 studios in a two-story building of about 111,637 square feet. Florida YIMBY says it isn't clear whether that earlier size and layout carry over now that the plan has 22 studios. As of Oct 13, no construction start date or builder had been announced.

Both companies say location is central to the idea. They want each site within about 10 to 15 minutes of where local collectors live and spend their time, so it becomes part of everyday life instead of a long drive to get a car out of storage.

What the people behind it say

This project is very personal. 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.

— Harvey Hernandez, CEO and founder, Newgard Development Group (Porsche release)

Volker Strotmeier, a member of the Porsche Lifestyle Group executive board, called the project 'an exciting evolution of our design philosophy' and said Porsche Design is extending into 'an entirely new category.' On why non-Porsche owners are welcome, he told PaperCity: 'Collectors rarely define themselves by only one manufacturer, one era, or even one category of automobile.' The release ties the design to a line from Porsche Design's founder, F. A. Porsche, in 1972: 'Design is not simply art, it is elegance of function.'

Price: what's known and what isn't

Neither Porsche nor Newgard has published studio prices, membership fees or tiers. Asked about pricing, Hernandez told PaperCity the experience is meant to 'remain highly curated' and that Newgard will 'share more details on pricing and the ownership structure as we get closer to sales.' Motor1 also reports that pricing hasn't been released. Impact Wealth is the only outlet we found giving a figure, writing that 'pricing begins at $2.5 million.' It doesn't say where that number comes from, and we couldn't find it in any official material, so treat it as unconfirmed.

Sources also differ slightly on timing. Porsche's US release says both sites are 'currently targeted to open in 2028,' its global release says openings are planned 'from 2028,' and Motor1's report mentions only West Palm Beach for 2028. We're going with Porsche's US wording.

What happens next

• Pricing and ownership structure: Newgard says details will come closer to sales. Nothing official yet on studio prices, membership fees, ongoing costs or tiers.
• Clubhouse access and dining: still open whether non-studio owners can join. The restaurant operator and concept will be announced separately.
• Construction: no start date or builder had been announced for West Palm Beach as of Oct 13. Both sites are aiming for 2028.
• More cities: both companies say more US locations are planned in cities with strong collector communities. None has been named.