Dubai gets another World first. This time it is Rolls-Royce’s first Private Office – an international extension of the marque’s headquarters at Goodwood. Located at The Offices, One Central, Private Office Dubai is the first in a number of similar facilities planned for major luxury capitals of the world over the next few years.
“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,” said Torsten Müller-Ötvös, Rolls-Royce CEO, following the inauguration ceremony.
“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 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.”
Henrik Wilhelmsmeyer, Rolls-Royce’s Director of Sales and Brand, added: “This is not a dealership; it is a unique experience where clients can bring their ideas to life and explore our Home and our people in real-time, using seamless technology.”
While nothing can surpass the experience of visiting Goodwood, the Private Office is a convenient substitute should travel not be convenient. In exquisite surroundings, highly skilled and experienced experts will consult with the clients on their bespoke commissions. This is achieved not only with the materials on display but also with the first permanent appointment of a Bespoke Lead Designer and Bespoke Client Experience Manager outside Goodwood. Both of these individuals bring a wealth of Rolls-Royce experience with them.
Michelle Lusby, the Bespoke Lead Designer, arrives in Dubai after eight years with the marque, where she previously worked on a wide variety of projects. This includes the highly Bespoke, one-of-one Phantom Serenity, which captivated the world when its unique appointments and material treatments redefined the luxury of tranquillity. Chris Hardy is the Bespoke Client Experience Manager. Having been with Rolls-Royce for over five years, he will now guide visitors in Dubai through the unique experience of realising a bespoke object of luxury.
In response to “significant client demand,” three key programmes will be the focus of the Private Office: the recently revitalised Rolls-Royce Coachbuild programme, High Bespoke Commissioning, and access to the Private Office Collection of one-of-one masterpiece motor cars.
As stated by Wilhelmsmeyer, the Private Office goes beyond the conventional dealership experience. Each client encounter will explore the customer’s unique profile and their range of preferences, desires, and ergonomic needs. The Bespoke design team gauges each personality, assessing colour palettes and moods, extracting ideas from conversations, imagery and much more to create a thoughtful, accurate and befitting product response, reflective of the client’s personality and desires.
Aided by physical samples and a pre-briefing, the Private Office will create initial options using visual tools. The luxurious physical space within the facility borrows design elements, including colours and materials, from its Goodwood counterpart to help support clients’ creative focus.
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.
Around the world, the regional team from each 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, enabling the clients to remember, relive and commemorate their journey in commissioning a bespoke Rolls-Royce motor car.
