We’ve all ogled slack-jawed at the sleek, stately automobiles parked in the Rolls-Royce showroom in City Walk. There’s good news for the elite few who can afford these astronomically priced handsome vehicles – the first international Rolls-Royce Private Office has opened in Dubai at One Central.
Yes, Dubai is the chosen one to house the luxury British carmaker’s first Private Office outside of their iconic home in Goodwood, West Sussex, UK. It’s a match made in car heaven as UAE is a car lover’s paradise: exotic sports cars zoom along our highways at deafening decibels, rare classic cars grace our parking lots, and sturdy SUVs revving across the desert.
Rolls-Royce even commemorated UAE’s Golden Jubilee with a one-of-one ‘Cullinan 50th’ – an extravagant SUV with details and motiss that pay homage to the UAE’s national colours and symbols.
Currently, the Dubai Private Office is Rolls-Royce’s only international outpost. A string of similar offices in other global destinations are set to open soon.
What that means for Dubai’s car culture is, we’re probably going to see a lot more specially-commissioned double R Phantoms, Wraiths and Ghosts glide through the city. In fact, Rolls-Royce has spelled out that the Dubai office is an extension of the luxury factory and facility in Goodwood and it’s not a dealership.
Even the interiors of the Dubai Private Office have borrowed design elements from its Goodwood counterpart to exude the same sense of luxury and exclusivity.
How is it different from a conventional dealership?
Where dealerships are dedicated to purchasing and selling cars, the Rolls-Royce Private Office provides clients an experience that’s set a notch apart. Clients who saunter into the One Central Private Office will get to witness high-end materials on display and a taste of the marque’s famed hospitality. But there’s more: clients will have access to three key programmes at this Dubai facility.
1. High Bespoke Commissioning
This involves the appointment of a Bespoke Lead Designer and Bespoke Client Experience Manager – the first outside Goodwood – in Dubai. These experts will deep dive into every customer’s personality and preferences and bring to life the car of your dreams. The visual design they come up with will feature color palettes, ergonomic needs, and an overall vibe that are tailor-made to the individual who’ll own it.
Once a design has been finalised, clients get a consultation service called Coachbuild. It means, they can powwow and discuss their bespoke design directly with the engineers and craftspeople who hand-make these luxury cars. This is the haute-couture of the automobile industry.
3. Access to masterpiece motor cars
In the mix of high-end services on offer are also access to the Private Office Collection of one-of-one masterpiece motor cars. Affluent customers can get their hands on unique, one-of-a-kind cars dreamed up by the Rolls-Royce Bespoke team. Each of these vehicles are only one of its kind. Some examples of Rolls-Royce’s one-of-one oeuvres are the Friskee Pink Ghost – a shocking magenta coloured motor and The Celestial Phantom, which inspired by starry nights features a 1,000+ hand-woven, fibre optic lights and is adorned with hand-set diamonds.
Yes, we had to pick up our jaws off the floor too. Man-oh-man, are we envious of those who get to cruise in these beauties… Looking at you, Bella Hadid.