The first Rolls-Royce Boutique “experiential showroom” has been opened in the United Arab Emirates.
The showroom incorporates a café and is located in the middle of Dubai’s City Walk, a luxury outdoor shopping area that features high fashion shops and restaurants.
Rolls-Royce says that the permanent showroom follows the same philosophy as the Summer Studio – a Rolls-Royce showcase that opens each summer in Sardinia, offering public and private events. If the Dubai showroom proves successful, it could lead to similar projects in other suitable countries.
Features of the Boutique showroom in Dubai include virtual reality configurators, an “Inspiration Studio” for showcasing one-off cars from Rolls-Royce’s Bespoke division, the Pinnacle Café and an area to display newly launched vehicles. In addition, the Affinity Area will host goods from other luxury brands, to act as both an inspiration to customers musing specification for their new car. The showroom will also provide valet parking for its guests.