And Second Porsche Experience in California
?Our vision for our new U.S. corporate home is to create a bold and energizing environment where the physical elements are as memorable and moving as the Porsche driving and ownership experience,? said Detlev von Platen, President and CEO of Porsche Cars North America. ?The design must allow employees and visitors to see, hear, feel and experience both the emotional and practical benefits of the Porsche brand, from the moment they first see the building.?
The headquarters project is designed to send a visual message that whether man-made structure or automobile, the presence of Porsche DNA means uncompromising quality, performance and style.? To ensure that every square inch of the brand new facility is infused with these Porsche brand and product values, Porsche has selected HOK, a leading global architectural firm, as its design partner.
One Porsche Drive, the future address of PCNA, will be home for up to 400 U.S. Porsche employees, and is also designed to be as a must-see destination for Porsche owners, dealers, enthusiasts and visitors from around the world.? It is a unique concept within the automotive industry, combining modern offices, technical service and training and Porsche Customer Experience Center ? one of only four such facilities around the globe. In a first for any North American automotive headquarters, the One Porsche Drive site design integrates the track with the building.
The ?Aerotropolis Atlanta? development site, near the brand connects Porsche with millions of consumers.? By 2015, airport data forecasts over 100 million visitors annually, and one of the first impressions for every traveler will be a bird?s-eye view of the 26.44-acre Porsche facility.
?We have designed a building with the same high-energy feel and performance as Porsche automobiles,? said Todd Bertsch, HOK Atlanta Vice President and Director of Design. ?Everything about this space is designed to encourage people to fall in love with the Porsche brand and automobiles.?
The new headquarters office layout avoids ?cubicle culture? in favor of open, light-filled individual and shared workspaces.? Discussion and idea exchange between team members is reinforced at every turn, from transparent stairwells to a central ?Main Street? atrium and courtyard, where a static display of Porsche automobiles is complemented by close-up views of track action.
Technology also plays an important role in the facility design, especially in the achievement of sustainability goals.? HOK will consider principles of biomimicry, the study of how plants and animals adapt over time to thrive in specific geographies, for example, the building landscaping will provide natural shade in the summer and let in more sun during the winter.? The rooftop will collect and filter rainwater.
?HOK?s design solution boldly and progressively captured our Porsche vision and aesthetic,? said von Platen.? ?We are now looking forward to shifting from planning to breaking ground ? and laying the foundation for strong and ongoing growth in the U.S. market.?
Porsche expects to dedicate the new U.S. headquarters location with an official ground breaking ceremony in early 2012.
A Second Porsche Experience in California?
Porsche has also announced it will build a second new Porsche Experience Center in North America, in Carson, California. The purpose-built 53-acre facility and road-handling course will be one of only five such sites in the world, including the original Porsche Experience Center at the legendary Silverstone Circuit in Great Britain and Centers in Leipzig, Germany and Shanghai, China.
The new West Coast location will be situated near the intersection of two major Los Angeles area traffic arteries, the 405 and 110 Freeways, and is just minutes from Los Angeles International Airport (LAX). Southern California is one of the largest Porsche markets in the United States. Groundbreaking is anticipated for summer 2012.
?Helping enthusiasts feel and connect with their vehicle?s full potential through intelligent engineering has always been a part of the Porsche philosophy,? said Detlev von Platen, President and CEO of Porsche Cars North America. ?Now, we are excited to turn dreams into reality for all driving enthusiasts by creating a safe, exhilarating environment for experiencing the pleasure of being in the driver?s seat.?
The Porsche Experience Center’s will have an extensive lineup of facilities and programs to match nearly every individual’s skill or interest level. The centerpiece of the complex will be a world-class test track and handling course, including areas where special surfaces replicate rain, ice, and snow conditions. These training sections include the Ice Hill, where a steep slope, computer-controlled water jets, and a low-friction surface will challenge even the most experienced drivers and help them improve their real-world skills. A special off-road area will combine 45-degree declines and ascents – ideal terrain for the Porsche Cayenne.
Driving enthusiasts can sign up for sessions with highly trained Porsche driving consultants, while new drivers can enroll in programs that teach technique for navigating today’s challenging roadways. The Porsche Driving Experience isn’t just for adults – special programs for kids will ensure that even young enthusiasts get an early start in the art of automobile appreciation. Facilities, including track access, dining and conference spaces, will also be open to car clubs, corporate clients, and other special groups.
The Porsche Experience Center will include a Porsche Caf? and gift shop along with plenty of trackside viewing areas. Additional fine dining facilities will be available for business meetings and events.
The Carson, California Porsche Experience Center will be designed by several of the world’s leading architectural partners. Atlanta-based design firm Cooper Carry has been charged with creating the buildings’ eco-friendly footprints and structures, while two of the leading test track architects and engineers in the world, Giffels/IBI and Tilke Engineering, are designing the driving facilities.