The convergence of art and automobiles is the stuff of legends. Aficionados have long seen art in car design, and certainly automobiles have worked their way into works of art, too.

But while some will debate whether cars, themselves, are art, many can at least admire the beauty and elegance of the mid-20th century iconic Mercedes Benz. It’s with this backdrop that the Third Ward’s Parsifal Classic Mercedes Boutique presents its art gallery – and classic Mercedes dealership – all in one mod package. It’s a celebration of beauty on the road and beauty on the wall.

That the gallery at 520 E. Menomonee St. really only displays one Mercedes in front and a few in the back is incidental to owner Michael McKinney’s vision of using the space as virtual billboard for his Glendale-based classic Mercedes dealership and restoration shop.

"There’s only room for one car here," says McKinney. "We have storage downstairs, but a guy who wants to go over the car will come to our facility in Glendale."

The hope is that by bringing in Milwaukee artists to the gallery, open by appointment only, Mercedes fans will take an interest in the art on the walls – and perhaps art connoisseurs will have their interest piqued by the beautiful German automobile on display, too.

Says McKinney, "The walk-in is more art, because the car sales will go around the country and around the world. The last car I sold went to Florida. Never met the guy, probably never will."

Of course, neither collecting art nor classic Mercedes is a practical hobby. It can be an investment, but usually it’s an emotional buy. While the art or custom-designed furniture on display may sell for thousands of dollars, McKinney’s restorations begin the tens of thousands ... and peak in the hundreds of thousands.

"You sell one car, you can easily pay for the whole year, says McKinney. "That’s what’s interesting about this gallery. The pressure isn’t on the gallery to sell art daily or monthly. But you have to keep your energy up."

In other words, this isn’t your typical Third Ward gallery, and McKinney is fine with that. He puts the art procurement in the control of Gallery Director Nicole Beck, while McKinney can use the space as an exclusive experience for potential, vetted clients considering to buy one his of über-expensive restorations. They can literally stay at the gallery, instead of in a hotel, during their time in Milwaukee, getting the full breadth of McKinney’s offerings.

Those experiences not withstanding, it's local events that have drawn the most attention to Parsifal, named ironically after a failed early Mercedes model.

"It’s been Gallery Night so far, because we’re new," says Beck.

New as a boutique, but not new to the car business, and McKinney obviously isn’t a typical mechanic.

Beyond the fact that he only works on Mercedes Benz – old, new and everything in between, his background is in in finance and marketing. He only opened his Glendale shop 15 years ago because he hobby kept drawing him back to this brand. "I was lucky that I was good at it," he says.

But the mash up at Parsifal is totally unique, both in concept and in look and feel.

"The first thought that I had is to give it that ‘60s feel," says McKinney. "But also I wanted it to grow and see where it goes."

And, while one might assume that a down economy would hamper art and classic car sales, McKinney says antique Mercedes are still in high demand.

"I would liken it to a blue-chip stock," he says. "The SLs from the ‘50s to the mid 70s appreciate at least 10 percent a year. Demand is higher than supply, and it’s a matter of finding the right car for people."

McKinney doesn’t even know why he specifically loves Mercedes – beyond the Matchbox car he had as a kid. He just knows he does.

"This wasn’t your typical business plan. I just took my passion and went with it."