ArtNeun 3, a showcase of modern and classic Porsches, is set to use the old Philip Morris cigarette factory as an event location in November.
The art created by the combination of Porsches, architecture, and people is the pitch for ArtNeun, an Australian-based art exhibition set to run for a third time this November, using an old tobacco factory as its backdrop.
Launched in 2023 with 54 cars in a 5400 square meter location in Port Melbourne, ArtNeun grew to a showcase of 160 cars in a 30,000 square meter factory in Braeside for 2024, and is set to be just as big for 2025.
The Morris Moor facility in Moorabbin, about 15 kilometres south east of Melbourne, was built in 1954 and was the first Philip Morris tobacco factory to operate outside of the USA. The site, featuring seven key buildings, produced over 200 tonnes of raw tobacco each week.
Tobacco operations ceased in 2014, and in 2016, refurbishment at the factory began to transform the heritage industrial site into a modern workspace that includes display, entertainment, office, and storage spaces.
The use of the industrial background, covering some 28,500 square meters, is crucial to the operation of the ArtNeun show.
Event founder Brendan Keenan noted at the 2025 event launch last week, “it's about putting these vehicles into an unfamiliar architectural environment, a place where they can simply be looked at and enjoyed, a location where the vehicles interact with the environment for maximum impact".
The announcement, made in the showroom of Melbourne-based Porsche specialist, the PorschaDen Classic, reaffirmed the ArtNeun show as a key part of the automotive event calendar.
Surrounded by millions of dollars-worth of cars, including a pair of 1993 Carrera RS', valued at over $1,000,000 each, the third ArtNeun event is proposed to have up to 200 cars on display, valued at over $65 million.
Cars expected to be displayed include a customised Singer 911, a 956 LeMans racer and the world's first electric Porsche, a 1953 Porsche 356 that was a development prototype created by General Electric in 1960.
Similar to the Luftgekühlt events launched in California in 2014 and now held globally, ArtNeun is not simply a cars-and-coffee style show, but a meticulously curated exhibition.
“Not saying we're on the same level as those, but in the southern hemisphere, we've got an event that we can all come to and enjoy and partake in, and you don't need to do much more than just drive down the road to be at it,” said Keenan.
Photography and media creation are core to the experience of the ArtNeun show, with event organisers offering 100 limited places for photographers to have early and uninterrupted access to the show. As Keenan notes, this opportunity is attractive for many content creators to feel “like [they] could take photos of these events and have the time to do what [they] wanted to do.”
The ArtNeun 3 event is scheduled for Sunday, 9 November 2025 at the Morris Moor facility, with parking access from 1 Sullivan Street, Moorabbin. Tickets are available to purchase from the event website, and as it is geared as a family show, children under 14 are free (when accompanied by an adult).
With over 20 years of experience in digital publishing, James Ward has worked within the automotive landscape since 2007 and brings experience from the publishing, manufacturer and lifestyle side of the industry together to spearhead Drive's multi-media content direction.
