GOODWOOD, U.K. – British luxury automaker Rolls-Royce opens its first Rolls-Royce Boutique, a lifestyle-focused customer experience in the affluent United Arab Emirates city of Dubai.
Located at the center of Dubai’s City Walk, globally recognized for its luxury and hospitality, the boutique aims to woo a multimillionaire customer base for its hand-built cars.
The store mirrors the automaker’s Summer Studio in Porto Cervo, Sardinia, and at its factory in Goodwood, U.K.
The new boutique is the product of a multimillion-dollar investment from AGMC, the sole representative for Rolls-Royce Motor Cars in Dubai, Sharjah and the Northern Emirates of the UAE, and covers 7,300 sq.-ft. (678 sq.-m).
The boutique features four distinct areas:
The Inspiration Studio to inspire customers to customize their cars with an Interactive Spirit of Ecstasy Wall, using motion-capture technology to allow visitors to briefly transform themselves into iconic grille-topping statuette and an interactive configurator to help customers conceive their own bespoke vision.
The Bespoke Atelier is filled with textures, themes and colors, giving customers the opportunity to explore the possibilities inspired by art and fashion. This will include displays of paints, marquetry, exotic woods, leathers, piping and accessories such as picnic hampers and gold-plated Spirit of Ecstasy statues. At its center will be a piece of original art from Syrian artist Khaled Al Saaei, depicting the Spirit of Ecstasy in Arabic calligraphy.
The Pinnacle Cafe for customers to relax, meet with friends or host meetings in an exclusive and luxurious atmosphere.
The Affinity Area, where Rolls-Royce will invite other luxury brands to display their rarest and most unique items with the displays regularly changing.
Rolls-Royce CEO Torsten Muller-Otvos, says: “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.”
“This extraordinary space will become a social hotspot that perfectly encapsulates the spirit of Rolls-Royce’s Centre of Excellence in Goodwood, England.”
The Rolls-Royce Boutique is open from 10:00 a.m. to 10:00 p.m. seven days a week.
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