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Rolls-Royce presents the first of four animated films revealing the super-luxury consumer insights that informed the new Ghost.

30 Jul 2020 | International News : U.K.


The first of four animated films offering insight into the substance of the new Rolls-Royce Ghost has gone live. The series begins with Rolls-Royce Designer Henry Cloke, who identified an emerging aesthetic defined by purity and minimalism, internally named 'Post Opulence'.

More than six years ago, a team of luxury intelligence specialists, designers, engineers and craftspeople assembled to begin development of the new Rolls-Royce Ghost.

'Post Opulence' is identified as an emerging design movement defined by reduction and simplicity
Since the introduction the first Goodwood Ghost launched in 2009, which became the most successful Rolls-Royce in history, the marque's unique proximity to its clients afforded the team access to a large body of information. It revealed the divergent interests, opinions and changing taste patterns within Ghost clients' appreciation of luxury.

This primary research allowed them to create a product focused on the requirements of these remarkable men and women. As with all primary research conducted by the marque's specialists, these experts were asked to present their findings.

In this short film, Rolls-Royce shares some of these insights to demonstrate the underlying substance of the highly progressive new Ghost ahead of its official unveiling in late 2020. The marque elected to use the increasingly popular medium of animated illustrations to convey these insights. Renowned Illustrator, Charlie Davis, was chosen to cohesively and beautifully represent these findings in a fashion that befits the highly progressive new Ghost.

In addition to these insights presented in animation form, a series of five podcasts have been launched that reveal the marque's findings, as well as insights into the underlying material and engineering substance of new Ghost in long form. Hosted by Johanna Agerman Ross, Curator of Twentieth Century and Contemporary Furniture and Product Design at the Victoria and Albert Museum in London, the podcasts are available on Apple, Google, Spotify and Deezer. Watch the first of four animated films here.
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