The sprawling 7,300 square foot concept space is located in City Walk and is spread across two levels.
“Dubai is the world’s second biggest market for Rolls-Royce (the first is North America) and 25 per cent of our sales are right here,” said Torsten Müller-Ötvös, CEO of Rolls-Royce Motor Cars this morning in Dubai. He’s in the city to inaugurate Rolls-Royce’s brand new boutique that opens today in City Walk.
The 7,300 square foot boutique spread across two levels has several experiential areas including a Bespoke Atelier (would you like the car seats to match your wife’s favourite shade of nail polish), Virtual Reality Configurator (go nuts as you sift through dozens of permutations and combinations) and a Pinnacle Café (a cappuccino with the letters ‘RR’ sprayed artfully on top), among many others. While Rolls-Royce already has a showroom on Sheikh Zayed Road, this one’s more about creating an experience rather than merely closing a deal.
When you visit, be sure to walk up to the floor above, to check out the highlight of this boutique – the large art piece by Syrian artist Khaled Al Saaei who has depicted the Spirit of Ecstasy in Arabic calligraphy.
In the past, Rolls-Royce already attempted a similar space called Summer Studio in Porto Cervo in Sardinia, but that was only open during the summer. This boutique is a permanent fixture for Rolls-Royce and one that will probably be replicated across the globe. Your turn, rest of the world.