Porsche Design Concours Turns Car Storage Into a Clubhouse

Porsche Design and developer Newgard Development Group have unveiled Concours, a concept that pairs 44 privately owned automobile studios with a membership-based clubhouse — and the first two locations open in 2028.

The initial destinations are West Palm Beach, Florida, and Dallas, Texas. Each is planned to have 22 studios. That deliberately small footprint signals what Concours is: a boutique collection of spaces rather than an enormous parking structure dressed up with a familiar badge.

The concept starts from a simple observation. A collector car can be the most exciting thing you own and the least exciting thing you store. Keeping a prized vehicle safe often means leaving it somewhere you have no reason to linger. Porsche Design Concours treats storage as a design problem, not just a question of available space. The pitch is a home for a car that feels worth visiting even when you have no plans to drive.

This is not a new Porsche to take home. It is an attempt to make the time between drives feel like part of owning a car you love.

Studios plus a shared club

The studios are privately owned; the clubhouse is shared. That split matters. A collector gets room for a personal relationship with a car, without having to enjoy it entirely alone.

The clubhouse is central to the idea. Plans include dining, wellness amenities, event spaces and outdoor terraces, alongside places for owners and guests to spend time together. None of those features makes a car run better. But they could change the reason someone stops by. Instead of a quick trip to check on a vehicle, an owner might stay for lunch, meet another enthusiast or simply enjoy being around the cars.

The concept tracks how people actually talk about cars. The conversation rarely stays on horsepower or resale value. It moves from the car you wanted as a kid to the road trip you still remember, then to whatever another owner has parked nearby. Ordinary storage accommodates the vehicle while ignoring most of that experience. Concours gives those conversations somewhere to happen — a more interesting ambition than building a prettier garage.

Despite the name on the building, Porsche ownership is not required for an invitation. That widens the mix of cars on display. A room full of immaculate examples from one brand might impress, but varied metal could make the place more fun to explore. The best conversations at a car gathering often begin with a surprise, whether an unfamiliar model or a familiar one with an unexpected story.

Two architecture firms, two cities

There is a real architectural challenge here. Porsche Design worked closely on both initial locations: Gensler is executing the Dallas project, and Urban Robot Associates is handling West Palm Beach. Getting these spaces right will take more than polished finishes on every surface. Cars need room to be seen, and people need a reason to feel comfortable staying. The strongest version of Concours would make both feel equally welcome.

The concept extends beyond conventional storage, even if its usefulness will vary by owner. Someone who wants a secure place to leave a car may have simpler options. Someone who enjoys the rituals of ownership — looking over a vehicle on a quiet morning, sharing it with friends — may find the social space just as valuable as the studio itself.

A plan, not yet a place

For now, Concours is a plan rather than a place you can walk into. The renderings and proposed amenities make an appealing case, but the everyday experience will matter more: how welcoming the clubhouse feels, how the studios function, and whether owners genuinely want to spend time there. Exclusivity can create a sense of occasion. It cannot, by itself, create a community.

The question Porsche Design is asking remains a good one. A car collection is usually presented as a row of beautiful objects behind closed doors. Concours imagines those doors opening onto a place where people can enjoy the cars and each other's company. The first openings in 2028 will put that promise to the test.