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.
In line with Rolls-Royce's continuing evolution as a true global luxury goods brand, the newly developed visual concept will be extended to the Rolls-Royce Shanghai, China and other dealerships around the world.
The enhanced client experience in London 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 uplit Spirit of Ecstasy, produced by the same maker as the iconic figurine that graces every Rolls-Royce 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.
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 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 codename 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.
Rolls-Royce Motor Cars London brand director Claus Andersen said the new London flagship is a perfect embodiment of the Rolls-Royce brand.
"Completely contemporary, effortless and in tune with our clients tastes, requirements and expectations, yet fully aligned to our unique heritage and values. We look forward to welcoming new and existing clients and sharing an authentic Rolls-Royce experience with them," he said.
