The new Porsche Studio Singapore has the first-ever Cafe Carrera in the world

Where else in the world can you walk into a retail gallery, buy a coffee, ogle a Porsche or two, then sit down to start your workday in a free co-working space?

Only at the new Porsche Studio Singapore, apparently.

This is not your typical car showroom, which can be intimidating to even step into, but a lifestyle destination designed for Porsche customers and fans to engage with the brand more personally,  immersively, and deliciously.

Several years ago, the German marque began transitioning away from the traditional car showroom concept towards urban retail formats as part of its ‘Future Retail Strategy’, with the idea piloting in Vietnam followed by Taiwan.

With the new concept, Porsche Singapore gave up its previous showroom space at the Leng Kee automotive belt and established instead the Porsche NOW pop-up at Guoco Tower in the heart of the Central Business District a year ago.

Now, the brand has moved into a new two-storey studio at Guoco Midtown in the Bugis district. "The new Porsche Studio Singapore brings us closer to our customers than ever before – both here in Singapore and for our community around the region,” said Hannes Ruoff, CEO of Porsche Asia Pacific, at the launch.

For a brand whose recent campaigns were literally aimed at inspiring you to dream, Porsche has done a fabulous job in designing an inviting, modern, multi-functional space that does just that.

The 8,500 sq ft studio feels wonderfully welcoming from the moment you walk in. On your left, you’ll see Cafe Carrera, a first-of-its-kind concept within a Porsche studio in the world. It is run by bakery chain Baker & Cook and offers more than your standard run of gourmet coffee. There are pastries, cakes and desserts, some crowned with the iconic Porsche crest – clever little touches to ensure the brand travels further on Instagram, of course.

You can then enjoy your Porsche-branded pastry at the adjacent tribune seating space, which also lends itself nicely to fireside chats with entrepreneurs and inspiring individuals as well as community events such as ‘Porsches & Pretzels’ planned for the future.

On the ground floor is also where you can shop Porsche apparel, timepieces and other merch, including the new ‘Prototyp’ collection, exclusively created for the Singapore market and featuring ‘Active Camouflage’ designs that mirror the wraps on prototype test vehicles.

And in another first in the world of Porsche, this studio features a built-in indoor car hoist for moving cars between floors. Which brings us to level two, where the Taycan Cross Turismo (it set a record for the fastest single journey from Thailand to Singapore in 2023) is currently on display.

Also on display is the striking seven-colour Porsche 911 Carrera GTS specially designed to commemorate the 30th anniversary of Porsche in Thailand last year, on loan from the Porsche Museum in Germany for a limited time.

Now the second storey has been intentionally designed with modular spaces that can be configured in different ways to allow for a range of activities that Porsche has in the pipeline – from keynote speeches in front of full-length LED walls and mega car launches to even yoga classes and fashion shows.

Porsche has also included a dedicated co-working space for anyone to just walk in and use at any time, for an unspoken price of a coffee. The communal table seats eight, and it is housed within the well-curated library, where petrolheads can geek out further over all the Porsche literature that tell the story of the brand’s illustrious 76-year heritage.

In fact, you’d do well to spot historical Porsche paraphernalia peppered throughout the studio, like founder Ferdinand Porsche’s actual driving licence from the 1800s.

And what would a car lover’s clubhouse be without some race simulators? This studio has two €30,000 (S$43,566) state-of-the-art Fanatec simulators for aspiring race car drivers to have a crack at and challenge their friends.

For Porsche’s customers, this is also where you’ll come to configure your desired model and individualise your Porsche in the Porsche Exclusive Manufaktur corner, choosing from hundreds of Paint-to-Sample colour and leather swatches.

When your dream car is ready, you’ll head six floors above the studio for a very special delivery experience. Imagine a pitch-black room with the darkness punctuated by a dazzling light show in a spectacular reveal set against the backdrop of the glittering Marina Bay as you are handed the keys to your Porsche. Until then, it sure doesn’t hurt to keep dreaming.