ATLANTA — When the new Porsche Cars North America (PCNA) headquarters opens in late 2013, it will send a clear 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.
“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.”
One Porsche Drive, the future address of PCNA, will be home for up to 400 U.S. Porsche employees, and is also designed 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 the world-class Porsche Customer Experience Center – one of only four such facilities around the globe.
The “Aerotropolis Atlanta” development site, near the brand new International Terminal at Hartsfield-Jackson Atlanta International Airport, 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.
While the exterior structure of the building pays homage to the lines of the iconic Porsche badge, the sights and sounds of Porsche won’t just be thrilling visitors on the outside. An equally important part of the design criteria was to bring the Porsche brand and product experience inside to office and meeting environments, hospitality areas, training facilities, even the parking structure. In a first for any North American automotive headquarters, the One Porsche Drive site design integrates the track with the building, bringing a whole new definition to “rush hour” – namely that of the adrenaline kind.
“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.”
To allow employees and visitors to share that passion, the new headquarters office layout will steer clear of “cubicle culture” and instead offer open, light-filled individual and shared work spaces, ideal for collaboration and creative spark.
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.
Like Porsche cars, 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. From landscaping that acts as a natural shade producer in the summer and lets in more sun during the winter to rooftop rainwater collection and filtration, One Porsche Drive will strive for a high level of LEED certification.
“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.
About Porsche Cars North America
Porsche Cars North America, Inc. (PCNA), based in Atlanta, Ga. is the exclusive U.S. importer of Porsche sports cars, the Cayenne SUV and Panamera sport sedan. Established in 1984, it is a wholly-owned subsidiary of Porsche AG, which is headquartered in Stuttgart, Germany, and employs approximately 220 people who provide parts, service, marketing and training for 196 dealers. They, in turn, work to provide Porsche customers with a best-in-class experience that is in keeping with the brand’s 63-year history and leadership in the advancement of vehicle performance, safety and efficiency. At the core of this success is Porsche’s proud racing heritage that boasts some 30,000 motorsport wins to date.
HOK is a global architectural firm that specializes in planning, design and delivery solutions for buildings and communities. Through its collaborative network of 25 offices worldwide, the firm serves diverse clients within the corporate, commercial, public and institutional markets. HOK is committed to developing resources and expertise to help lead the world toward sustainable communities and building environments. Founded in 1955, the firm’s expertise includes architecture, engineering, interiors, planning, lighting, graphics, facilities planning and assessment and construction services.