ATLANTA -

Touting the design as luxurious and cutting-edge as its sporty models, Porsche Cars North America highlighted plans for its new headquarters, which is scheduled to open in late 2013.

To ensure every square inch of the brand new facility is infused with these Porsche brand and product values, the OEM 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,” explained Detlev von Platen, president and chief executive officer 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,” von Platen continued.

The company indicated One Porsche Drive — the future address of PCNA — will be home for up to 400 U.S. employees. The automaker thinks the facility will be a “must-see destination” for Porsche owners, dealers, enthusiasts and visitors from around the world.

Executives emphasized the headquarters’ unique concept combines modern offices, technical service and training and the Porsche Customer Experience Center — one of only four such facilities around the globe.

The facility is going to be located on the Aerotropolis Atlanta development site, near the brand new international terminal at Hartsfield-Jackson Atlanta International Airport. By 2015, airport authorities predict they will enjoy more than 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,” OEM officials pointed out.

“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,” they continued. “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 what the company believes will be a first for any North American automotive headquarters, the One Porsche Drive site design integrates the track with the building. It’s meant to bring a whole new definition to “rush hour — namely that of the adrenaline kind.”

HOK Atlanta vice president and director of design Todd Bertsch explained, “We have designed a building with the same high-energy feel and performance as Porsche automobiles.

“Everything about this space is designed to encourage people to fall in love with the Porsche brand and automobiles,” Bertsch added.

To allow employees and visitors to share that passion, the new headquarters office layout has been designed to steer clear of “cubicle culture” and instead offer open, light-filled individual and shared work spaces. Porsche thinks the setting will be ideal for collaboration and creative spark.

Porsche went on to emphasize discussion and idea exchange between team members is reinforced at every turn of its new facility design — from transparent stairwells to a central “Main Street” atrium and courtyard where a static display of Porsche vehicles is complemented by close-up views of track action.

Like Porsche models, the OEM stressed technology also plays an important role in the facility design, especially in the achievement of sustainability goals.

HOK intends to 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, officials believe the headquarters will strive for a high level of LEED certification.

“HOK’s design solution boldly and progressively captured our Porsche vision and aesthetic,” von Platen noted.

“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,” he went on to say.

Porsche expects to dedicate the new U.S. headquarters location with an official ground breaking ceremony early next year.