Porsche announced today that it will build its 10th Porsche Experience Center near Toronto, Canada. The center will be only the third in North America following the construction of PECs in Atlanta and Los Angeles.

“Porsche is more than just a car. Porsche is a promise for a unique brand and product experience and since the first opening in Silverstone in 2008, our Porsche Experience Centers are the best way to get this promise,” said Detlev von Platen, Porsche’s head of sales and marketing.

Loated in Pickering, Ontario, just 30 minutes from downtown Toronto, the PEC will be constructed on a 20-acre site at the Durham Live development, which will also feature more than 400,000 square feet (37,161 square meters) of retail space, a casino, a concert hall, and a luxury hotel with more than 300 rooms.

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Porsche’s contribution to the development will include a 2 km (1.2-mile) driving circuit. It has also announced that the site will contain a historic collection of vehicles on display, a cafe, and a Porsche brand shop.

As it is moving increasingly to embrace electric technology, Porsche says it will also have electric charging infrastructure at the Experience Center. The site is also designed to be built and to operate in an environmentally friendly manner.

This will be the first “urban” version of the Porsche Experience Center concept and is envisioned as a tourist destination where visitors can experience vehicle dynamics and technology embedded in a Porsche vehicle, whether or not they own one. The automaker will offer expert guidance from instructors through various driving modules that will run all year long, winter notwithstanding.

The center has been designed by HOK, the firm responsible for the Dali museum in St Petersburg, Florida, La Guardia Airport’s Terminal B, and the Porsche Cars of North America Atlanta Headquarters. The Porsche Experience Center Toronto is expected to open in 2024.

“Nowhere else in the automotive industry, the soul of our sportscars can be lived that way,” said von Platen. “I couldn’t be happier that we can now announce the 10th location of its kind in Toronto—the fastest-growing city in North America with an ever-greater community of Porsche fans.”