Rolls-Royce Motor Cars London, operated by the H.R. Owen Group, has announced that its new flagship residence in the heart of London’s Mayfair is now fully open and ready to welcome clients past, present and future.
The new site – located in a dual-aspect space on Stratton Street and Berkeley Street provides much-needed additional space and an opportunity to create a wholly immersive client experience in line with Rolls-Royce’s continuing evolution as a true global luxury goods brand.
The new, enhanced client experience begins literally at the front door, which is modelled on Rolls-Royce’s famous Pantheon grille and provides a discreet, tantalising glimpse of what lies within.
The doorway is topped by an uplit Spirit of Ecstasy, produced by the same maker as the iconic figurine that graces every Rolls-Royce motor car. After hours, video projections displayed in the windows, to the right of the door, create the illusion of continuing life and activity inside.
The interior concept is based on a luxury Galleria shopping experience. Each Rolls-Royce model enjoys its own dedicated space, framed and presented according to its distinctive personality and identity. A kinetic lighting arrangement illuminates the area in which clients take delivery of their commission, using different sequences and orientations to create an engaging atmosphere, dependent on the product.
The lounge area features a ‘Cabinet of Curiosities’, displaying intriguing objects and pieces designed to spark ideas and conversations as part of the commissioning process. Discussions can also take place in the ‘Speakeasy’ bar to the rear of the store. Like its Prohibition-era namesake, this is a relaxed, comfortable and secluded space where clients can mix and socialise. More private still is the Brand Director’s office, which includes a cutting-edge configurator for finalising specifications.
The true heart of the store is the Atelier, which houses samples of surface finishes, wood veneers, leathers, embroidery threads and numerous lambswool samples and fabrics. Other options on view include convertible hood fabrics and headliners, plus wheel options. The surface finish samples are presented in the familiar Rolls-Royce speedform shape that makes it easy to envisage two-tone colour combinations; the leathers are rolled on wands with handles from the iconic Rolls-Royce umbrellas, while the veneers are shaped like the cross-section of an aerofoil, recalling The Hon Charles Rolls’ exploits in aviation. The sculpted wood presentation table is loosely modelled on the profile line of Wraith, with the grain directing attention towards the configurator screen.
Torsten Müller-Ötvös, Chief Executive Officer, Rolls-Royce Motor Cars said: “Over the past few years, we have been repositioning our brand and company as a House of Luxury, distinct from an automotive manufacturer. Our products are individual commissions by singular clients who expect the very best in all products they purchase. We now begin the process of bringing our recently announced new visual identity to life.”