Mixing fine cars with luxury shopping and a high-end café, the “ experiential showroom” is the first of its kind
28 October 2016

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.

Speaking at the showroom's launch, Rolls-Royce CEO Torsten Müller-Ötvös said that the 7300sq ft facility – which complements the car maker's existing showroom on Dubai's main Sheikh Zayed Road – was “an extraordinary space”, and that it would “become a social hotspot that perfectly encapsulates the spirit of Rolls-Royce’s Centre of Excellence in Goodwood”.

A spokesman for Rolls-Royce said: “It’s something we would look at for other places in the world. There are obviously places where we have wealthy clientele do business and spend their leisure time.

“We are a true luxury house that happens to make cars and we have to treat this very wealthy, discerning clientele in a very different way. It’s much more akin to a haute couture house - listening to a customer base, understanding their lifestyle and how they like to interact with the houses that they are patrons of.”

The new showroom is operated by AGMC, the dealer in Dubai, Sharjah and the UAE’s Northern Emirates. The UAE's capital city, Abu Dhabi, is home to the world's largest Rolls-Royce showroom, which is run by Abu Dhabi Motors.

Phill Tromans

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