Rolls-Royce has opened its first private office in the United States, in New York, where this luxurious and exclusive Bespoke design gallery for creating the world’s most custom luxury automobiles will be located. Located in the center of the vibrant Meatpacking District of Manhattan, this New York private office thus presents clients with one-off opportunities to bring out their personalities in designing automobiles.
This special studio is important to Rolls-Royce’s unorthodox plan to improve its profitability by producing even more exclusive luxury vehicles instead of churning out more automobiles. While Rolls-Royce sold only 6,032 cars last year, half of Ferrari’s sales, the company still registers increasing profits due to the increasing popularity of luxury vehicles, particularly customized ones. Private office experience is a commitment of the brand to provide not just vehicles for transport but artistic creations and creations.
This exclusive auto art gallery is not just for display; selected by Rolls-Royce, its clients can work with the best design houses to personally choose every facet of the desired automobile. In either case, the private office represents these concepts through special paint colors for the office walls that one might want for a beloved belonging such as one’s pet or other materials from their collections. Rolls-Royce CEO Chris Brownridge shared that nothing is too extravagant for their Bespoke program: They may need their interior panels in mother of pearl or a dashboard that resembles an exotic wood. We can make that happen. The opportunities available for academicians are rather extensive, and the best part is that it is impossible to list all of them.”
The private office is not a regular car dealership. No car is shown, and one can only enter the premises when he or she has permission from the authority. Potential buyers are required to enter the building through a door that is mostly hidden and then take an elevator to the floor where the showroom is located. Inside the atmosphere is more sophisticated, resembling some loft penthouse rather than a car studio; there are black AIO kitchens, low seats, a dining table, and a record player with some vintage vinyl discs. The only provision that belongs to Rolls-Royce is the line-up of samples of paints, fabrics, and threads, and ‘Rolls-Royce’ mascot, the ‘Spirit of Ecstasy’ hood ornaments.
Rolls-Royce has been offering elaborate custom solutions for a long time using the Bespoke program, but the notion of the private office goes beyond any previous efforts, catering to customers who want to embellish their vehicles with the most elaborate design. Rolls-Royce Phantom has a basic price level of slightly over $500,000, but many of the Bespoke endeavors may bring the overall price of the creation to over $1,000,000. Also, one client asked for over one million roses embroidered on the headliner of the Phantom because of his passion for flowers. Another wanted a Hawaiian-style car, built from Koa wood, which is an endangered species in Hawaii. To satisfy the client’s request, Rolls-Royce took three years to wait for an ideal forn fell Koa tree to apply to create a Koa interior, a picnic basket as well as a table, working more than 500 hours.
In addition to the NYC location, Rolls-Royce has set up private offices in Dubai and Shanghai; the company’s third private office is planned for Seoul. These showrooms take the skills of the Goodwood factory of the brand to its buyers and clients across the world and allow them to interface with the craftsmen who build their personalized cars.
“It is our clients who come to Goodwood Car with an opportunity to meet the key professionals working on cars, starting from the paint shop to the woodworkers and the embroiderers.’ Rolls Royce is not just a car brand for him; it is a relationship he has with the whole family,”
Says Brownridge
This is just a small part of Rolls-Royce’s larger strategy of sustainable luxury, where value is the creation of authentic connections through intense personalization. The aim is, therefore, not to produce more automobiles but to come up with new complex and premium automobiles. Brownridge also adds to this by reminding us that each commission is as unique as a piece of art. These cars are not merely a couple of four-wheelers running on several squares. These are beautiful designs that reflect the preferences and aspirations of our clients,” he said. To many, these modes become valuable assets that can seldom be resale, are personalized, and in many cases, are almost sentimental.
Rolls-Royce Private Office is not just a gallery but a preview of what a client, discerning of only the best quality, would be interested in experiencing. Rolls-Royce provides a service that personalizes cars as it makes use of a booming business since there is a good market for luxury vehicles that are built to be customized in the market today.
