Porsche North America Experience Center and Headquarters / HOK

Curated by ArchDaily

Architects: HOK
Area: 24155 m²
Year: 2016
Photographs:Alan Karchmer, Eric Laignel
Manufacturers: dormakaba, Sherwin-Williams, Accutrack Systems, Apollo, Architectural Lighting Works, Arconic, Caesarstone, Challenger, Challenger Lifts, Coalesse, ConTech Lighting, Danish Design, Design Within Reach, Ductile, Escenium HAUS, Eureka Lighting, Hakwood, Kawneer, Keilhauer, Knoll International, +17LG Hausys, Leucos, NEC, Oracle Lighting, Owens Welding, Precision Concrete, STONHARD, Shaw, Starsilent, Stonepeak Ceramics, Stua, Teknion, USG, Viracon, WILA Lighting, West Coast Industries, Zumtobel-17

Text description provided by the architects. The design of Porsche’s new North American Experience Center and Headquarters combines office, training and driving functions into one sleek, high-performance facility that encapsulates the essence of the company’s brand. Bringing together 400 Porsche employees from five divisions of the company, the facility serves as a new destination for partners, customers and car enthusiasts.

An estimated 30,000 guests are expected to visit the Porsche Experience Center each year. By integrating a 1.6-mile driver track into the lower levels of the office building and weaving in subtle motor-sport-related cues, the design immerses visitors in the Porsche experience while demonstrating the unique capabilities of its sports cars. The track, which runs through the facility’s courtyard, includes six driving modules designed to demonstrate the capabilities of different Porsche models. Classic and modern Porsches are on display in a classic car gallery.

Visitors can see historic Porsches undergoing renovations with vintage German parts at the restoration center. In the design studio, customers can virtually create their dream cars with fully customizable options. Restaurant 356, named after the first production Porsche, offers diners a front row seat to the test track. The center also includes a driving simulator lab. The contemporary, naturally illuminated office space encourages collaboration and creativity among Porsche staff. A 13,000-sq.-ft. business center features state-of-the-art conference rooms and event spaces.

Porsche North America Experience Center and Headquarters / HOK - Image 2 of 24 — © Eric Laignel

The LEED Gold-certified building’s east-west exposures eliminate glare while the north-south curtain walls maximize natural light and minimize solar heat gain. Previously home to an automobile production facility, the former brownfield site was remediated as part of the development process. A green roof links the building to the landscape while providing insulation and reducing stormwater runoff and the parking area includes charging stations for Porsche’s electric vehicles. The building is designed to perform 60% better than CBECS/AIA 2030 baseline.

Porsche and the design team worked with MARTA (Metropolitan Atlanta Rapid Transit Authority) to increase transit access to site. A new bus stop is located at the entrance to the campus.

Porsche North America Experience Center and Headquarters / HOK - Facade, Windows — © Alan Karchmer

Located adjacent to Hartsfield-Jackson Atlanta International Airport, the building and test track are a prominent symbol of the Porsche brand to passengers on arriving and departing flights. HOK is currently working with Porsche to design the four-star Solis Hotel, which will overlook the Porsche Experience Center and continue to catalyze development in Atlanta’s aerotropolis region. Opening in late summer 2017, Solis Hotel Two Porsche Drive will feature 214 guest rooms, event space, a rooftop terrace, a fitness center, luxury dining and retail space.