As one of the biggest markets in the world for Rolls-Royce cars, the city of Dubai in the United Arab Emirates was at the top of the list when the decided to launch an experiential new showroom. It’s called the Rolls-Royce Boutique and its goal is to make shopping for Roller more of a lifestyle experience.
Modeled on RR’s Summer Studio in Porto Cervo, Sardinia, the Rolls-Royce Boutique is located at the centre of Dubai’s City Walk which is high-end luxury hotspot with lots of other fancy fashion, art and cuisine surrounding the shop. The Boutique replicates “spirit of the marque’s Centre of Excellence in Goodwood, England,” while making the shopping process a social event by having a an Inspiration Studio, Bespoke Atelier, Interactive Spirit of Ecstasy, Pinnacle Café, Affinity Partner Display, Virtual Reality Configurators and staging for Bespoke one-of-one motor cars or newly-launched collections.
Now, Rolls-Royce Boutique operates parallel to Dubai’s already established network of Rolls-Royce dealership which boats a 10,000 sq. ft. flagship showroom on Sheikh Zayed Road. That should give some ideas as to how well Rollers are selling in UAE these days.
Speaking at the opening ceremony, Torsten Müller-Ötvös, said, “Dubai is an important part of our brand’s success story, and it has been among the top five markets in the world for Rolls-Royce for three consecutive years, placing it alongside or above other markets with much bigger populations. Our success in Dubai and the rest of the world is borne of an intimate understanding of the lifestyle requirements of the world’s most discerning patrons of luxury. True luxury houses like Rolls-Royce must therefore constantly strive to innovate and inspire.”