Porsche Experience Center

GBPA Architects, in collaboration with Dromo, an engineering company specialising in motor racing circuits, has designed in the area of the former Franciacorta racetrack in Castrezzato Brescia), the new Porsche Experience Center, a complex open to the public, in which customers and others can enjoy the Porsche experience at 360 degrees.

With a total area of 60 hectares and an investment of 28 million euro, the Italian Porsche Experience Centre is the largest in the world, following those already built in Leipzig, Silverstone, Atlanta, Le Mans, Los Angeles, Shanghai and Hockenheim.

With a new strategic Masterplan that rethought the entire area, GBPA Architects’ project has its fulcrum in the Customer Centre, which is directly connected to Provincial Road 16 and is the new gateway to the entire complex. For its location, GBPA Architects focused on visually recognisable architecture capable of immediately transporting the guest of the Porsche Experience Centre into the world of the famous German automobile brand.




Castrezzato (BS) | Italy


2019 - 2021


115,000 sqm of built surface area of which 10,000 sqm buildings


Porsche Italia SPA


Arcadis Italia s.r.l.


Concept, Integrated design (preliminary, final), Art direction, VVF, Coordination, Communication project


Antonio Gioli, Federica De Leva


Danilo Annoscia (Project Manager), Alice Chiesa (Head of design), Antonio Sergi, Elard Ponce, Andrea Angonoa, Nicola Romagnoli, Jana Stojanovich, Eva Corral Vence, Francesco Viganotti, Cristina Zambelli


Esa Engineering srl


Fa.Ma Ingegneria srl


Arcadis Italia srl


Voltaire Lighting Design


PN Progetto Natura



Tonelli Ingegneria srl (Structure), Tecnomont Service srl (Roofing and facades), Korus international (General Contractor)


Dromo srl

The entire area is ‘virtually’ divisible into two macro-compartments: the area dedicated to racing and events and the area linked to the experiential activities of the Customer Centre.

The old Franciacorta racetrack has been completely redesigned by Dromo with the creation of a real racetrack homologated for racing by the International Automobile Federation (Grade 2, 2519 m long, 12 m wide); a pit building with 29 pits; a race direction with a control system of 24 cameras; a Driving Centre of over 30. 000 sq.m; a low grip handling track (LFH) of 458 m; a low grip steering pad (LFC) of 30 m radius; an off-road area with 19 tracks and 6 types of special flooring; a 3000 sq.m. go-kart track for electric karts.

The main building is the new Customer Centre, a highly iconic element of the entire Porsche Experience Centre.

Eleven low-slung glulam arches, with a pitch of nine metres, a maximum height of 16 metres and a span of 55 metres, design an imposing 4500 square metre hangar that, under a single white roof, unites people and cars in a complete experiential journey.

The roof design synthesises and reinforces the concept that guides all the interventions on the area, based on the principles of transparency and dynamism. These distinctive elements are translated on an architectural level in the alternation of opaque, glazed and sunshade surfaces which, in addition to restoring different degrees of transparency and permeability, create horizontal cuts that accentuate the building’s dynamic trend and bring light inside, guaranteeing a high level of environmental comfort and giving strength to the space below.

The interior design combines the concept of tradition, understood as “art of know-how”, passion for excellence, craftsmanship and attention to detail, with that of innovation, interpreted as continuous research, technological development and responsible attention to the future. These are in fact the common values of the historic German brand and of the territory in which the Porsche Experience Centre is developed: Franciacorta.

Clean lines, transparent surfaces, metallic finishes, technical fabrics and, again, asphalt and concrete for the car-related areas, are found with soft shapes, warm colours and natural materials such as wood, used in the reception areas.