When you can buy anything in the world, the best thing to own is something that resonates with your inner being.
That is the philosophy driving Rolls-Royce Motor Cars’ Private Offices, which opened its latest outpost in Seoul last November to cater to the Asia-Pacific region’s one-percenters desiring a unique piece of the 119-year-old British marque.
It is the fourth one outside the flagship at Rolls-Royce’s Goodwood headquarters, following existing locations in Dubai, Shanghai, and New York. Tucked away in Jamsil’s Lotte World Tower, the appointment-only studio is a sophisticated and inviting space blending traditional Korean hanok design elements such as changho wooden window frames and hand-made hanji paper with contemporary lighting and seating. It is also the only Private Office that has a children’s play area catering to clients attending events with their little ones.
Last year, Rolls-Royce registered a record 10 per cent increase in their bespoke content value per motor car year-on-year, the highest level in the company’s history.
It bears testament to the British marque’s long-term focus on creating value through highly individualized products and experiences. The only limit is the imagination, and commissions have ranged from spectacular nature phenomena to personal milestones and family legacies discreetly incorporated into the car’s design.
Examples include solid 18-carat gold sculptures, intricate embroideries of over 869,500 stitches and delicate marquetry composed of more than 500 individually shaped pieces of wood. Among the outstanding bespoke commissions are a Black Badge Ghost City Lights for the UK market, where the illuminated fascia is a bird’s eye panorama of London composed of 8,372 laser-etched lights individually placed by hand on the veneer surface; and a Phantom Extended “Year of the Dragon” vehicle commissioned via the Shanghai Private Office with dragon motifs depicted in various forms: Hand painted on the front passenger panel, embroidered on the headrests, and illuminated by 677 “stars” in the Starlight Headliner roof.
(Related: A tale of two green vehicles)
Buoyed by last year’s bespoke performance, Rolls-Royce has committed more than £300 million to increase bespoke and coach-build capabilities at its Goodwood manufacturing facility, alongside bringing the Rolls-Royce experience closer to clients through the international network of Private Offices.
At these studios, clients get to preview exclusive products, view material samples such as textiles, paints and leathers, and hold detailed commission consultations with a locally based Goodwood bespoke designer and client experience manager. They also have access to Rolls-Royce’s Private Collection of curated and limited-edition motor cars, which are crafted around a theme and designed to inspire clients with their artistry. These discussions are not confined to a single location, but can be continued at any other Private Office at the client’s convenience, regardless of where the initial one was made.
The Asia-Pacific region is one of Rolls-Royce’s fast-growing markets that has seen a significant increase in bespoke order volume and sophistication in recent years. The opening of a Private Office in Seoul is a strategic move to be closer to the region’s clients and for the marque to gain a deeper insight into the regional trends and client preferences.
(Related: Irene Nikkein, Rolls-Royce Motor Cars' Asia-Pacific regional director, is a change catalyst)
Chris Brownridge, chief executive of Rolls-Royce Motor Cars, said: “Our Private Offices are in places where there’s a high concentration of ultra-high net worth individuals (UHNWI) and trends of growth. The Private Office Seoul was very deliberately chosen as the average spend per capita on luxury is the highest in the world and there are many other clients who are just a short flight away.”
He added that there is a growing desire from UHNI seeking luxury to have something that is personally important and meaningful to them. “It’s not just (designing) a car, but a car that reflects them.”
Heartwarming stories abound. Brownridge shared how a client worked with the Dubai Private Office to gift a Rolls-Royce to his father on his 90th birthday but did not know where to start. Through rounds of conversation, the team found out that the family had a history of free diving for pearls. The result was the Pearl Cullinan in a customized pearl rose exterior finish inspired by the most prized pearl in the owner’s collection – a color that would not be available to any other client in the future. The picnic trays in the rear featured an intricate circular pattern inspired by traditional Arabic design and were each inlaid with 1,351 pearls. On the car’s fascia were the words: “I love you, father”.
Brownridge said: “When the client saw it, he said it was exactly what he wanted even though he didn’t know how to articulate it at the beginning. That’s what these (Private Offices) are for. Come here, relax, and let’s talk. We have someone who understands the possibilities and that’s where the magic happens. It’s not just the whole motor car, it’s the whole experience… and the beginning of a journey with Rolls-Royce.”
James Bazun, Regional Designer and Jeffrey Choi, Bespoke Client Experience Manager at the Private Office Seoul
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