Porsche Design's Next Product Is a Garage With a Bathroom, a Bar, and a Clubhouse
The first 44 deeded "automobile studios" come with mezzanines, bathrooms, and a members' clubhouse — and you don't have to own a Porsche to buy one.
Porsche Design wants collectors to stop thinking of the garage as a place to store cars. Its new Porsche Design Concours concept, built with Miami developer Newgard Development Group, will sell 44 deeded "automobile studios" split evenly between West Palm Beach, Florida, and Dallas, with both sites targeted to open in 2028.
Each unit measures 2,700 to 6,000 square feet and comes with a mezzanine, a full bathroom, a wet bar, and climate control meant to protect the cars and keep the people inside comfortable. Sales are by invitation only, and neither company has published prices. It's the kind of room built for something like Porsche's one-off road-legal slantnose 911, though buyers won't need a Porsche at all: the developers say studios are open to collections of any make and era.
A garage with a clubhouse attached
The studios line an indoor drive called The Concours, which replaces the usual outdoor drive aisle with a gallery-style promenade where owners arrive and show off their cars. Think of it as a private version of the museum where Porsche just parked its retired 99X Electric race car.
Each site also gets a members-only clubhouse with padel courts, a spa, dining, private lounges, coworking space, event rooms, concierge service, and 24-hour security. Gensler is the local architect in Dallas, and Urban Robot Associates handles West Palm Beach, both working to a Porsche Design brief. Newgard says every location is chosen to sit roughly 10 to 15 minutes from where the local collector community lives.
"This was never meant to be storage. It was meant to be a home for the parts of someone's life that revolve around this passion," Newgard CEO Harvey Hernandez said.
Not Porsche Design's first car-centric address
The brand has done this in reverse before. The 60-story Porsche Design Tower in Sunny Isles Beach, developed with Dezer Development, uses a patented car elevator nicknamed the Dezervator to lift residents' cars into "sky garages" beside their apartments. That project was a condo with a garage built in. Concours is a garage with living space built in.
South Florida is already crowded with the idea. According to The Real Deal, Newgard is also involved in Revault, a planned 16-unit car-storage condo in Miami's Little River neighborhood, while garage-condo clubs such as The Hangar in Coconut Grove and Auto Clubhouse in Jupiter chase the same buyers. Porsche Design brings brand recognition to that crowded field, and Dallas takes the format outside the Florida cluster.
The West Palm Beach project came first. In August, a Newgard affiliate closed on a 2.6-acre parcel on North Florida Mango Road, then pitched for 20 studios under a brand it wasn't ready to name. The Real Deal put the purchase price at $10.5 million. The plan has since grown to 22 units.
Hernandez calls the two sites the opening chapter of a national network, but no other cities have been named. Prices, membership fees, and construction timelines haven't been disclosed either.
