Porsche chooses HDG and Foresti Distribuzione Laterizi for its Porsche Experience Centre Franciacorta

In early 2020, Pietro Innocenti, Managing Director of Porsche Italy, unveiled the first details and images of the Porsche Experience Centre Franciacorta, the first facility in Italy and the eighth of its kind in the world after those in Leipzig, Silverstone, Atlanta, Le Mans, Los Angeles, Shanghai and Hockenheim. 

Now that project is becoming reality: the one in Franciacorta will be the largest Porsche Experience Centre in the world and will involve an investment of more than 26 million euros. The entire facility will be housed on a total area of 559,000 square metres, on the site of the existing Franciacorta Circuit in Castrezzato (in the province of Brescia).

The commission for the design of the entire complex was awarded to GBPA ARCHITECTS, an integrated design company founded by architects Antonio Gioli and Federica De Leva, which was responsible for the redevelopment of some existing buildings as well as the creation of new spaces.

In addition to its own expertise, GBPA ARCHITECTS routinely consults with specific professionals to create interdisciplinary teams. Specifically, for the treatment of the wooden roof of the Porsche Experience Centre, the design company chose Foresti Distribuzione Laterizi and HDG Group. 

Work is scheduled to be completed by spring 2021. Let's look at some details of the project together.

The Customer Centre, characterised by large glass surfaces, features an Agora, i.e. a 2,400 m2 multifunctional space dominated by a characteristic suspension bridge, and a Meeting Centre for the organisation of conventions and plenary presentations. 
The reception area will then be completed by the restaurant and the exclusive terrace with a view of the racetrack. 



The element that strongly distinguishes the Customer Centre space is the large glossy white wooden roof (in accordance with Porsche's colour scheme), the redevelopment of which aims to give the existing building a new image.

The Customer Centre roof redevelopment project 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 surfaces 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 inside, guaranteeing a high level of environmental comfort and giving strength to the space below. 



The world's largest Porsche Experience Centre will be a facility dedicated to passion and innovation, a space open to the public created to welcome customers of the brand and beyond. In fact, events aimed at the general public such as motorsport competitions will also be organised, as well as club meetings, events of partner companies and, in special areas, training programmes for Porsche Italia network personnel.