Rolls-Royce did give the boys at their Bespoke department some time to rest, but they seem to be at it again at full speed, churning out one special edition after another. The latest is Rolls-Royce Sunrise Phantom Extended Wheelbase and it offers luxuriousness on a whole new, innovative level.

The main feature of the Rolls-Royce Sunrise Phantom, and the reason they’ve named it thus, is a special paintwork that picks up the sun’s rays throughout the day. Although it looks just plain pink in the pictures, the color is a mix of gold and pink which, according to RR, makes the paint “shimmer in different hues depending on the light source.” It is sort of like the new Rosegold iPhone.

Rolls-Royce Sunrise Phantom is a car you have to spend many hours with if you truly want to appreciate it, as it kind of changes color depending on the intensity of light. Mind you, you need to be outside to enjoy this. Inside the cabin all you see is Sunrise leather with Dark Spice accents, which is actually pretty nice. The biggest highlight of the cabin is a golden inlaid Spirit of Ecstasy featured on the wooden trims.

With the Sunrise Phantom, Rolls-Royce evidently was after a more subtle way of attracting attention, with “subtle yet striking sparkles,” as they put it. The end result, however, is not quite as subtle as they wanted it to be. A pink Roller is always going to be a bit in-your-face.