Less than three days of announcing the Spring/Summer 2017 Couture collection for its line of fashion-inspired vehicles, luxury carmaker, Rolls-Royce, has launched a first-of-its-kind Rolls-Royce Boutique, a highly progressive new concept in luxury, in Dubai’s prestigious City Walk.
The facility spans 7,300 sq ft of floorspace, which features top-to-bottom vectorized pixel-animation screens on the external windows, visible to passers-by from the road and sidewalk.
The permanent boutique has been created in the same spirit as the marque’s highly successful Summer Studio in Porto Cervo, Sardinia. 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.
Speaking at the opening ceremony, Torsten Müller-Ötvös, Chief Executive Officer, Rolls-Royce Motor Cars 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.”