The studio aims to offer prospective buyers an insight into the world of the marque in a relaxed atmosphere and differs from the standard Rolls-Royce dealerships in that it is designed to be like a club or lounge.
Located close to Incheon International Airport, the 200 m2 space is divided into two sections. Visitors are first greeted by the "Car Gallery", showcasing the latest Rolls-Royce models on a rotating basis. In the adjoining "Atelier" lounge, visitors can explore the world of Rolls-Royce Bespoke by appointment.
Displays allow visitors to appreciate first-hand the luxurious detailing that goes into making a Rolls-Royce and the breadth of personalisation offered in the wood, leather, paint and features available. Those who want to buy could order a customised Rolls-Royce.
Guests will also be able to drive a variety of models on the facility’s 2.6 km closed circuit and surrounding roads. Instructors trained by the Rolls-Royce driving academy in Goodwood will offer tips on the best way to ride in or drive a Rolls-Royce.
Rolls-Royce is targeting South Korea as it is the fastest growing Asian market for the brand. Vehicle deliveries in the country last year grew at the fastest rate in the region.
The Rolls-Royce Studio concept began in 2013 with the Rolls-Royce Studio in Cannes on the Cote d’Azur. In summer 2014 Rolls-Royce Motor Cars launched a second "Summer Studio" in Sardinia, Italy.
The exclusive studio is the third facility for Rolls-Royce in South Korea following the Seoul and recently announced Busan showrooms.
“South Korea is an increasingly popular destination for wealthy clientele in Asia, with Seoul flourishing as a luxury retail destination," Rolls-Royce Motor Cars CEO Torsten Müller-Ötvös told reporters when opening the South Korean studio. "As a luxury house with a busy clientele, we find it crucial to be able to interact with our customers in a more casual environment when they travel for business and leisure."
