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Tuesday, May 4, 2021

Rolls-Royce Transforms Its Showrooms To Houses of Luxury


Last year, Rolls-Royce revealed a more contemporary identity for the brand, driven by their ever-younger client demographic and lifestyle. Now, that visual identity has translated on how they will plan their showrooms forward. Instead of traditional showrooms and dealerships, they will turn them into houses of luxury.

The new, enhanced client experience begins literally at the front door, which is modeled on Rolls-Royce’s famous Pantheon grille and provides a discreet, tantalizing 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.


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 socialize. More private still, is the Brand Director’s office, which includes a cutting-edge configurator for finalizing 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. 

This newly developed visual concept has already been rolled out in London’s Mayfair and in Shanghai, China as well. The new concept will be applied to all global Rolls-Royce dealerships as well.

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