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The move provides an opportunity to create a wholly immersive client experience in line with Rolls-Royce's continuing evolution as a true global luxury brand.

03 May 2021 | International News : U.K.

Rolls-Royce has opened a new flagship residence in the heart of London's Mayfair.

The new showroom, which is located at Berkeley Street, W1, provides much-needed additional space compared with the marque's previous, rather cramped location on nearby Berkeley Square. The move has also provided an opportunity to create a wholly immersive client experience in line with Rolls-Royce's continuing evolution as a true global luxury goods brand.

A cutting-edge configurator rests within the residence, for customers to finalise specifications in
The new, enhanced client experience begins literally at the front door, which is modelled on Rolls-Royce's famous Pantheon grille and provides a discreet, tantalising glimpse of what lies within. The doorway is topped by an up-lit Spirit of Ecstasy, produced by the same maker as the iconic figurine that graces every Rolls-Royce motor car. After hours, video projections displayed in the windows, to the right of the door, create the illusion of continuing life and activity inside.

The interior concept is based on a luxury Galleria shopping experience. Each Rolls-Royce model enjoys its own dedicated space, framed and presented according to its distinctive personality and identity. A kinetic lighting arrangement illuminates the area in which clients take delivery of their commission, using different sequences and orientations to create an engaging atmosphere, dependent on the model.

The lounge area features a 'Cabinet of Curiosities', displaying intriguing objects and pieces designed to spark ideas and conversations as part of the commissioning process. Discussions can also take place in the 'Speakeasy' bar to the rear of the store. Like its Prohibition-era namesake, this is a relaxed, comfortable and secluded space where clients can mix and socialise. More private still, is the Brand Director's office, which includes a cutting-edge configurator for finalising specifications.

After hours, video projections will display in the windows to create the illusion of continuing life and activity inside
The true heart of the store is the Atelier, which houses samples of surface finishes, wood veneers, leathers, embroidery threads and numerous lambswool samples and fabrics. Other options on view include convertible hood fabrics and headliners, plus wheel options.

The surface finish samples are presented in the familiar Rolls-Royce speedform shape that makes it easy to envisage two-tone colour combinations; the leathers are rolled on wands with handles from the iconic Rolls-Royce umbrellas, while the veneers are shaped like the cross-section of an aerofoil, recalling The Hon Charles Rolls' exploits in aviation. The sculpted wood presentation table is loosely modelled on the profile line of Wraith, with the grain directing attention towards the configurator screen.

In another nod to history, albeit more recent, the social space within the Atelier is known as the Library. This is a reference to the code-name given to the design studio where the first Phantom was created in the early 2000s, as Rolls-Royce Motor Cars came into BMW Group ownership.

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