Rolls-Royce opens world-first Private Office in Dubai

MANILA: Rolls-Royce Motor Cars has opened a Private Office in Dubai, United Arab Emirates. This outpost will be an extension of Rolls-Royce's center of luxury manufacturing excellence in Goodwood, West Sussex, England.

The Rolls-Royce Private Office Dubai is the first of such facilities that are slated to open in the upcoming years in major luxury capitals. These Private Offices will enable even better interaction and relationships with Rolls-Royce customers throughout the world, solidifying the brand's position as the most customer-centric luxury brand.

Nothing compares to the opportunity for customers to visit the Home of Rolls-Royce at Goodwood, where they get to see the Global Center of Luxury Manufacturing Excellence for themselves. If traveling is not possible, the Rolls-Royce Private Office in Dubai brings Goodwood closer to the customers' places of living and work. Highly skilled and experienced specialists will engage with the customers in opulent settings to learn about them as individuals and uncover their goals to develop a one-of-a-kind and amazing masterpiece representing that person's tastes and desires.

The new Rolls-Royce Private Office in Dubai's One Central neighborhood offers the expertise of the Home of Rolls-Royce right at the doorstep of the most prestigious customers in the Middle East region. This is achieved not only through the materials on display and the brand's acclaimed hospitality, but also through the first permanent appointment of a Bespoke Lead Designer and Bespoke Client Experience Manager outside of Goodwood. People with extensive Rolls-Royce expertise have been hired for both of these crucial positions.

After eight years with Rolls-Royce, Bespoke Lead Designer Michelle Lusby moves to Dubai. She worked on a variety of exquisite projects, including the highly bespoke, one-of-one Phantom Serenity, which captured the world's attention when its unique appointments and material treatments redefined the luxury of tranquility. In order to fill the role of Bespoke Client Experience Manager, Chris Hardy relocates from Goodwood. He has been with Rolls-Royce for more than four years, and in this new position, he will lead guests through the spectacular experience that awaits them at the Private Office Dubai.

In response to significant customer demand, three main programs will be cornerstone of the Rolls-Royce Private Office: the newly relaunched Rolls-Royce Coachbuild program, High Bespoke Commissioning, and access to the Private Office Collection of one-of-one masterpiece motor cars. These are part of a complementary strategy that aims to maximize the connection between the established Global Dealer Partner Network and the formation of Global Private Office outposts in key locations.

“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,” Rolls-Royce Motor Cars Chief Executive Officer Torsten Muller-Otvos stated. “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 Dubai transcends the traditional dealership experience. Each customer interaction will delve into the individual customer's profile as well as their variety of preferences and ergonomic needs. A thorough, precise, and suitable product response, reflective of the customer's own personality and desires, is produced by the Bespoke design team by gauging each personality, evaluating color palettes and moods, extracting ideas from discussions, imagery, and much more.

The Private Office will generate initial options using visual tools intended to start discussion, assisted by actual samples and a pre-briefing. To stimulate customers' creative focus, the luxurious physical space within the facility takes design elements from its Goodwood counterpart, including colors and materials.

Once a design direction has been decided, customers will have the chance to discuss the specifics of their commission with the engineers and craftspeople who are bringing their ideas to life at each crucial stage of its development.

The regional team from each Rolls-Royce Private Office will personally deliver the customer's finished vehicle, along with a hardcopy Bespoke Build Book that serves as a memento of the journey involved in commissioning a Bespoke Rolls-Royce motor car.

“The Middle East region has always been an inspirational market for Rolls-Royce Motor Cars, especially when it comes to Bespoke. What we inaugurate today is of great significance as it represents the first Rolls-Royce Private Office outside the UK and further confirmation that Rolls-Royce is a true House of Luxury. Our Private Office Dubai is an extension of the Home of Rolls-Royce at Goodwood in West Sussex, and is the first in a number of similar facilities that will be opened around the world. 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,” Rolls-Royce Motor Cars Sales and Brand Director Henrik Wilhelmsmeyer said.

Rolls-Royce Private Office Dubai is located at The Offices 4, One Central, Dubai, UAE.

Photo from Rolls-Royce Motor Cars

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