Dream-filled Porsche Studio Singapore officially opens doors

"We couldn't quite find the place we were dreaming of, so we decided to build it ourselves."

Taking direct inspiration from the sports car-making ethos of its legendary founder, Ferdinand 'Ferry' Porsche, that's how Porsche Singapore (jointly setup by Porsche Asia Pacific and Eurokars Group) has framed the grand launch of its latest pride and joy: Porsche Studio Singapore. The sparkling facility was previewed to members of the media on Tuesday afternoon (24 January 2024), before officially opening its doors later that evening.  

After being announced in October 2022, Porsche Studio Singapore has finally opened its doors to the public, nestled within Guoco Midtown 

To those less in the know, Porsche Studios are dotted all over the globe, and function as new-age touchpoints for the performance car marque. Notably, these are becoming increasingly integral to Porsche's current path of shifting its retail spaces beyond mere spaces of transaction. Conventional showrooms awash with salespeople, sales brochures, and dollar signs are out; cultivating a lifestyle - via "urban retail formats" - is in. Specifically, Porsche says its Studios are designed with "warm and welcoming environments that create new and convenient ways for customers and fans to engage with the brand".

The urban retail format that is Porsche Studio Singapore takes the form of a gleaming new two-storey showroom lodged in the heart of the city centre.

Located within Guoco Midtown (you'll find it roughly between Suntec City and Bugis Street, if you're still lost), the development spans 8,500 square feet across both floors, which bring together a special Porsche-themed cafe, spaces for community events, zones tailored to customers, and of course, iconic models defining the brand under the same roof. 

The 8,500 square feet space brings together a Singapore-special Cafe Carrera, exclusive store merch, modular event and customer spaces, and of course, iconic machines from the brand 

Interestingly, while the Porsche Studio is no longer a new concept (Vietnam and Taiwan, for example, both have their own iterations), Porsche Studio Singapore does boast a handful of hallmarks you will not find elsewhere in the world - starting with its interior design. 'Breeze block' design motifs here were apparently inspired by old local and peranakan architecture, while the bamboo-inspired veneers are uniquely Singaporean.

To return specifically to the first floor, however, the Porsche Lifestyle concept store that greets visitors on the first floor starts with a unique walkthrough 'tunnel' flanked by creative displays. This design concept is not employed in other Studios worldwide.

The new 'Prototyp' clothing and merchandise collection, launched in conjunction with the grand opening, is also only available in Singapore (we spotted a patch with a Merlion), with advertising materials even relying on locally-scouted talents and shoot locations. True to its name, the collection is inspired by the camouflage wraps normally found on Porsche's prototype test vehicles.

This Prototyp collection by Porsche Lifestyle can only be purchased at Porsche Singapore. Meanwhile, spot the Merlion-riding patch on the Cayenne shirt

Another one-of-its-kind area of the Studio you'll find here is a built-in car hoist, which helps in moving display cars around, and can be decorated to suit different themes. If you're visiting the studio soon, you'll probably be greeted by a Taycan Cross Turismo in the hoist. This isn't any other Taycan Cross Turismo, though, but the actual car that helped Porsche complete a record-inking all-electric speed run from Bangkok to Singapore, back in July last year.

Other highlights of the first floor include a welcome area with tribune seating spaces that can be used for events and workshops, as well as the first part of that special Porsche-themed cafe we mentioned earlier: Cafe Carrera. Birthed in collaboration with homegrown bakery and foodstore chain, Baker and Cook, this likewise marks another world-first concept within the Porsche Studio universe.

The one-of-its-kind, in-built car hoist in Porsche Studio Singapore currently houses one very special Taycan Cross Turismo: The record-inking car on Porsche's sub-30-hour EV run from Bangkok to Singapore last year

Take the stairs up to the second floor, and more modular spaces greet visitors; yoga classes, product trainings and presentations - and even a runway for fashion shows - are among the apparent activities Porsche Singapore has envisioned as possibilities for the area. Additionally, peer closer at the displays seated pretty all around... and you just might spot Ferdinand Porsche's own driving license, as well as a certificate commemorating Porsche's first win at Le Mans.

Here, in-house driving simulators straight out of Porsche Experience Centres, a separate Cafe Carrera area, and a library also await. The latter's curated list of books doesn't just skew automotive, but is also lifestyle-oriented too, covering travel, boating and cooking. 

While appealing to the wider fanbase of the brand, however, Porsche Studio Singapore hasn't forgotten about the paying customers. As we first saw in the the Porsche POP-UP at Wallich Street, Porsche Configurators are available on the second floor for customers to piece together their 'dream-spec' car on request.

More tantalisingly, the potential for individualisation is taken to greater heights in the Porsche Exclusive Manufaktur area, which sees hundreds of Paint-to-Sample swatches placed alongside exclusive leather options. Keen on locking the purchase in further? You can progress to the private consultation area for advanced discussions.

The space is also catered towards the upper echelons of Porsche's clientele, who want superlative individualisation for their Porsches

The opening of Porsche Studio Singapore also sees the integration of a new, above-ground delivery experience for customers. Two delivery bays are situated six floors above the Studio in Guoco Midtown, giving customers, quite literally, the "most elevated delivery experience in the Porsche world".

Of course, no Porsche Studio would be complete without the starring of special cars on site, and for now, there are at least five machines (including the Taycan Cross Turismo) you'll be able to see up close. These include a 356 and GT4 RS on the first floor, Porsche Thailand's stunning 911 Carrera GTS 30 Years Porsche Thailand Edition and the record-run car on the second floor - as well as a 1985 911 3.2 Carrera right at the storefront. On this note, it appears Porsche has plans to tap on the communal areas outside of the actual Studio, too. A Porsche Studio Singapore weekly get-together, dubbed 'Porsches & Pretzels', is already in the works, with the aim of bringing together Porsche enthusiasts in the local community. 

Porsche Studio Singapore is now open to the public, and can be visited daily from 10:00am to 8:00pm at Guoco Midtown, 130 Beach Road, #01-12, Singapore 189774.