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, 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 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 7300 sq ft and features top-to-bottom vectorised 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.
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. 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 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.
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