Porsche Experience Center

GBPA Architects, in collaboration with Dromo, an engineering company specialising in motor racing circuits, has designed the new Porsche Experience Center in the area of the former Franciacorta racetrack in Castrezzato, Brescia, Italy. This complex is open to the public and offers customers and others the chance to enjoy the full Porsche experience.

With a total area of 60 hectares and an investment of 28 million euros, the Italian Porsche Experience Center 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 has rethought the entire area, GBPA Architects’ project has its fulcrum in the Customer Center, which is directly connected to Provincial Road 16 and is the new gateway to the entire complex. For its location, GBPA Architects opted for an architecture of great visual recognisability capable of immediately transporting the guest of the Porsche Experience Center 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 are buildings


Porsche Italia SPA


Arcadis Italia s.r.l.


Concept, integrated design (scheme design, detail design), site supervision, planning permits, fire prevention, lighting design, communication design


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

MEP design

Esa Engineering srl

Structure design

Fa.Ma Ingegneria srl

Site supervision

Arcadis Italia srl

Lighting design

Voltaire Lighting Design

Landscape design

PN Progetto Natura


Beppe Raso Ph

Construction firms

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

Circuit design

Dromo srl

The entire area can be “virtually” divided 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 approved 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 sqm; 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 go-kart track for electric karts of 3000 sqm.


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

Eleven low-slung glulam arches, with a pitch of nine metres, a maximum height of 16 m and a span of 55 m, design an imposing 4500 m2 hangar which, under a single white roof, unites people and cars in a complete experience path.

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

The Customer Center is therefore a multifunctional complex organised according to a three-dimensional distribution around a central, full-height square called the Agora: from here, a single glance reveals the dynamism of the various functions housed on both the ground and first floors: offices, Simulation Lab, Business Centre, restaurant and cafeteria, shop.

Two staircases that also serve as terraces transform the Agora into a sort of theatre, while a walkway on the upper floor, transversally joining the two wings of the hall, creates a backdrop for the stage, where the Porsche car is the absolute star.

An immersive experience

The interior design combines the concept of tradition, understood as the “art of know-how”, a 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, in fact, are the common values of the historic German brand and of the area in which the Porsche Experience Center is developed: Franciacorta.

Clean lines, transparent surfaces, metallic finishes, technical fabrics and, again, asphalt and concrete for the environments linked to the world of cars, are found with soft shapes, warm colours and natural materials such as wood, used in the reception areas.

A detailed lighting design completes the project: islands of light highlight particular areas and lighting fixtures that enhance the style of the roof, enhancing it from both inside and outside.

Passion, green and fun

In addition to the Customer Centre, the project includes the redevelopment and design of all the buildings and green areas that make up the Masterplan.

The redevelopment of the landscape is based on the sustainable development of the outdoor areas and includes grassland solutions, vertical gardens and a tree-lined car park.

The Customer Centre is a luminous island that relates to the light colours of the architecture, a wide avenue lined with tall trees and a sequence of large colourful flowerbeds filled with ornamental flowering plants and grasses.