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Luxury Cars Technology


Rolls-Royce Motor Cars has unveiled its Private Office in Dubai, the first outside its “home” in Goodwood, West Sussex, England.

The Private Office Dubai, an extension of The Home of Rolls-Royce in Goodwood, is the first in a number of similar facilities that are planned across major luxury capitals of the world in the future.

Located in the One Central neighbourhood, the facility has a bespoke lead designer and client experience manager.

Torsten Müller-Ötvös, Chief Executive Officer, Rolls-Royce Motor Cars, said: “The inauguration of a permanent Private Office located outside Goodwood in Dubai, signals huge progress for Rolls-Royce. For many years we have been inviting our VIP clients to The Home of Rolls-Royce in Goodwood – and now, following significant demand, we are bringing Goodwood to the world.

“Not only will we be permanently locating a member of the Rolls-Royce Bespoke Design team and bespoke client experience manager in this new outpost, but we will also be leveraging the very latest technology to allow our Middle East-based clients to explore our “Home” in West Sussex remotely and see their own bespoke Rolls-Royce come to life. This is yet another step in the evolution of the marque, rooting itself as a true house of luxury with effortlessly elevated design services that are on a par with our products. The Private Office will complement and support our regional dealer partners by enhancing our clients’ experiences of Rolls-Royce.”

The Private Office will focus on three key programmes: the newly revitalised Rolls-Royce Coachbuild programme, High Bespoke Commissioning, and access to the Private Office Collection of one-of-a-kind motor cars. The offerings are part of a complementary strategy, and are aimed at creating a synergy between the established the brand’s global dealer partner network, with the roll-out of global Private Office outposts in select locations across the world.

According to the company, an interaction with a client – At The Private Office Dubai – will explore their unique profile and range of preferences and ergonomic needs.

The Bespoke Design team will gauge each personality, assessing colour palettes and moods, extracting ideas from conversations, imagery and much more to create a befitting product response that mirrors the client’s personality and expectations.

Complemented by physical samples and a pre-briefing, the Private Office will create initial options using visual tools to help clients. Once a design direction has been agreed upon, clients will be given an opportunity to discuss the details of their commission directly with the engineers and craftspeople who are bringing their ideas to fruition at each critical point in its creation.

Finally, the Rolls-Royce Private Office will personally present clients with their completed motor car, as well as a hardcopy keepsake of the process by way of a ‘Bespoke Build Book’.