Beverage businessman Lance Collins recently purchased a grand Coachella Valley estate for $12 million.

The Fuze and Core drink founder’s new La Quinta digs are located in the celebrity-filled, guard-gated Madison Club golf community. The estate was designed by Bill Hayer Architecture. There are three residential structures on the property, and 11,300 square feet of interior living space between the main house, guesthouse, and one-bedroom casita. The home abuts the Tom Fazio-designed golf course in Madison Club.

A streetside impression is of an imposing and uncompromising statement. Concrete is present in abundance, and stark planes of the industrial material make for a property with a poker-face.

Inside, the home is grandiose, with ornament generally reduced to material choices and design accents. The main living space is a great room-style room with a minimalist-style fireplace, light hardwood floors, Portuguese limestone accents, and an entire wall of retractable glass panels. Residents can easily flow through to the kitchen with its massive eat-in island and secondary eat-in peninsula.

Outside, the opportunities to entertain are endless with covered patio space, a lounge with a fire pit, and a massive swimming pool with a spa. A second swimming pool is located in the courtyard.