Rolls-Royce Motor Cars opened the first ever
‘Rolls-Royce Boutique’, a highly progressive new concept in luxury, in Dubai,
UAE.
Torsten Müller-Ötvös, Chief Executive Officer, Rolls-Royce Motor Cars,
presided at the official inauguration ceremony, alongside officials from AGMC,
the sole and authorized representative for Rolls‑Royce Motor Cars in Dubai, Sharjah
and the Northern Emirates of the UAE.
Rolls-Royce Motor Cars today unveiled its first ever
‘Rolls-Royce Boutique’, a highly progressive new concept in luxury, in Dubai,
UAE. Torsten Müller-Ötvös, Chief Executive Officer, Rolls-Royce Motor Cars,
presided at the official inauguration ceremony, alongside officials from AGMC,
the sole and authorized representative for Rolls‑Royce Motor Cars in Dubai, Sharjah
and the Northern Emirates of the UAE.
The new space speaks of Rolls-Royce’s commitment to
effortlessly integrating itself into the lifestyles of its patrons. The location,
at the centre of Dubai’s City Walk, a globally recognised luxury and
hospitality hot-spot, therefore boldly counters traditional automotive thinking
in placing the house within a centre of fine fashion, art and cuisine that
Rolls-Royce customers frequent.
The permanent Boutique has been created in the same spirit
as the marque’s highly successful Summer Studio in Porto Cervo, Sardinia which
has rapidly established itself as a celebrated centre of ‘true luxury’ in one
of the world’s most exclusive enclaves. The Boutique therefore blends spaces
that bring to life the spirit of the marque’s Centre of Excellence in Goodwood,
England with a vibrant, social atmosphere. The Boutique is set to become a
place to see and be seen for the region’s most discerning and eminent patrons
of luxury.
This is achieved through a curated series of experiential
areas including: an Inspiration Studio, Bespoke Atelier, Interactive Spirit of
Ecstasy, Pinnacle Café, Affinity Partner Display, Virtual Reality Configurators
and staging for Bespoke one-of-one motor cars or newly-launched collections.
The product of a multi-million-dollar investment from AGMC,
the generously appointed facility spans 7,300 sq.ft. and features top-to-bottom
vectorized pixel-animation screens on the external windows, visible to
passers-by from the road and sidewalk. Befitting a house that always seeks to
deliver effortlessness to its patrons, it is the only Boutique in City Walk
that will have year-round valet parking for its guests.
The Rolls-Royce Boutique is AGMC’s second Rolls-Royce
showroom facility in Dubai, complementing their existing 10,000 sq. ft.
flagship showroom on Sheikh Zayed Road which features the world’s most advanced
Rolls-Royce Aftersales Centre.
Speaking at the opening ceremony, Torsten Müller-Ötvös,
said, “Dubai is an important part of our brand’s success story, and it has been
among the top five markets in the world for Rolls-Royce for three consecutive
years, placing it alongside or above other markets with much bigger
populations. Our success in Dubai and the rest of the world is borne of an
intimate understanding of the lifestyle requirements of the world’s most
discerning patrons of luxury. True luxury houses like Rolls-Royce must
therefore constantly strive to innovate and inspire.”
He added. “AGMC’s investment is testament to their
commitment to delivering truly progressive experiences to Dubai’s most eminent
men and women. This extraordinary space will become a social hot-spot that
perfectly encapsulates the spirit of Rolls-Royce’s Centre of Excellence in
Goodwood, England.”
Stathis I. Stathis, Managing Director of AGMC, said, “It’s
no secret that Dubai is a city of accomplishments and record-breaking
initiatives. From the marvel that is the Burj Khalifa through to winning the
bid for Expo 2020, Dubai has proven time and time again it is a place where the
impossible becomes possible. Where vision, coupled with hard work and resolve,
can lead to achievements that are rightly celebrated and respected around the
globe. We are proud to now add the first ever Rolls-Royce Boutique to those
achievements.”
The Rolls-Royce Boutique features four distinct areas:
The Inspiration Studio will be the staging point for
one-of-a-kind examples of Rolls-Royce Bespoke motor cars. This will serve to inspire
patrons by showcasing what is possible when working with the marque’s full
Bespoke palette. The space also features an Interactive Spirit of Ecstasy Wall,
which uses motion-capture technology to allow visitors to briefly transform
themselves into the iconic statuette that embellishes every Rolls-Royce motor
car, and an interactive configurator to help customers conceive initial ideas
for their own Bespoke vision.
The Bespoke Atelier takes cues from the worlds of fine art,
design and high fashion, and is filled with thought-provoking textures, themes
and colours, giving customers the opportunity to explore the possibilities that
cutting-edge, Bespoke design allows. The displays of paints, marquetry, exotic
woods, leathers, piping, tread plates and accessories such as picnic hampers
and Gold-plated ‘Spirit of Ecstasy’s have been selected to stimulate discussion
and nurture creativity, helping to inspire customers when commissioning their
own unique Rolls-Royce motor car. The centerpiece is a stunning piece of
original art from Syrian artist Khaled Al Saaei, depicting the Spirit of
Ecstasy in Arabic Calligraphy.
The Pinnacle Café is a space for Rolls-Royce customers to
relax, meet with friends, or even host business meetings in an exclusive and
luxurious atmosphere. Rolls-Royce will invite other luxury brands to display
their rarest and most unique items in the Affinity Area, with the displays
regularly changing, thus providing further inspiration to visitors and also
creating a luxury shopping boutique feel for customers.
The Rolls-Royce Boutique is open from 10:00 am to 10:00 pm
seven days a week.
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