Rolls Royce picks Dubai to open its first Private Office
It will aim to offer a lot more than a mere dealership experience, bringing Goodwood to the world
It’s no surprise that Dubai is gradually becoming the unofficial haven for luxury cars. And when it comes to luxury cars, there’s no other brand more synonymous with it than Rolls Royce. Acknowledging the rise of this luxury-centric market, Rolls Royce, for the first time, will be setting up its first private office outside the UK, in Dubai.
Rolls Royce’s new Private Office Dubai will be the British marquee brand’s extension of its Goodwood roots outside the UK. Located at The Offices 4, One Central, the Private Office Dubai will be home to the first bespoke designer and client experience manager located permanently outside Goodwood. The Private Office Dubai will be the first of many such facilities to pop open across the globe over the coming years.
The Private Office will look over three critical programs for the brand: the Coachbuild programme, High Bespoke Commissioning and access to the Private Office Collection of one-of-one masterpiece cars. Rolls Royce claims these Private Offices will go beyond the dealership experience to offer something seen only at Goodwood, the brand’s home office. Each customer will have a unique profile tailored to their preferences, desires and ergonomic needs. The design team will get tasked to gauge each personality, assess colour palettes and moods, and draw a befitting product response that reflects the client’s desires.
Similar to the process followed in Goodwood, each client can discuss customisations and direct their design desires directly with the engineers and craftspeople. Upon the product completion, representatives from the Private Office will personally hand over the car and a hardcopy keepsake of the process by way of a Bespoke Build Book.
Michelle Lusby will take over design reins at the Private Office Dubai after working with the British marquee for over eight years. Her history with bespoke projects is extensive, including the one-of-one Phantom Serenity. The Client Experience Manager position sees Chris Hardy’s appointment with over five years with the brand and counting.
Speaking on the announcement, Torsten Müller-Ötvös, Chief Executive Officer, Rolls-Royce Motor Cars, said, “Today’s inauguration of a permanent Private Office located outside Goodwood in Dubai, United Arab Emirates, 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.
Recommend0 recommendationsPublished in Cars, News
