Porsche's New Atlanta HQ Is “The Essence Of The Porsche Driving Experience”

Mega brand porn ahead!

HOK, one of the largest architecture firms in the United States, has won a commission to design Porsche’s mammoth new U.S. headquarters in Atlanta. The concept: Turn the go-go feeling of zipping around in a Porsche into brick and mortar (or more precisely, glass and steel).

[The test track cuts through the heart of the building, so denizens can constantly see cars zipping past their windows]

“HOK’s goal was to capture the essence of the Porsche brand and performance,” HOK Design Director Todd Bertsch tells Co.Design. “To do this, we designed a movement-filled building that celebrates the unique Porsche driving experience. Our design encourages interaction with Porsche vehicles at every turn.”

The renderings show a low-slung behemoth topped by a large green roof that slopes up and down around an atrium and a central courtyard. Spread over around 200,000 square feet, the $80 million to $100 million building will house offices for up to 400 employees, training space, and a “world-class Porsche Customer Experience Center.” It’ll even include a track that cuts that through the heart of the building so that visitors can “feel, see, hear and experience the essence of the Porsche driving experience,” Bertsch says. (And also smell it?)

The headquarters are expected to open in 2013.

[Images courtesy of HOK]

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10 Comments

  • Mike

    Amazing? Porsche and HOK seem like an odd pairing -- most likely the result of a lowish budget from corpo-daddy VW. (This project has Zaha written all over it, but she's taken). Diller + Scofidio might have worked but Porsche probably saw the detailing on the Boston museum and took the safe route instead.

    The breezy-grassy-life-after-people landscape popularized in the first Foster renderings for Apple 2 is now copy/paste at every corporate firm in the land and rather ironic given the program here.

  • Rjj2001

    Looks like the architectural illustrator left out showing the Atlanta Airport next door.  They are trying to portray a pastoral setting, which is not the case in Hapeville, GA - the former site of the old Ford Taurus plant.  

  • Guest

    Awesome concept, but it seems like having a racetrack go next to pedestrians and through the building's structure is a spectacularly bad idea.

  • Jdaedelus

    Wow...these renderings really suck.  Why can't big companies expect to have better visualization services.  This looks like it was rendered back in 1998.  Sad really, because bad renderings are totally unnecessary,especially in this day and age. Did Porsche even try to get better renderings, because these totally degrade their design.