In the heart of Manhattan’s trendy Meatpacking District, luxury automaker Rolls-Royce has unveiled its first US-based “Private Office,” an exclusive design studio catering to ultra-high-net-worth individuals seeking bespoke, one-of-a-kind vehicles. This discreet, invitation-only space allows clients to collaborate with expert designers to craft truly personalized cars, featuring unique paint colors, fabrics, woods, and other materials tailored to their individual tastes.
The Private Office is the pinnacle of Rolls-Royce’s “Bespoke” program, which can add hundreds of thousands of dollars to the already-hefty price tag of a Rolls-Royce Phantom, pushing the total cost into seven figures. This elite facility is reserved for the most complex and extravagant projects, offering clients unparalleled flexibility and creativity.
To gain access to the Private Office, clients must press a secure button outside an unmarked building, then take a private elevator to the top floor. The sleek, modern space features a black kitchen, low-slung sofas, a dining table, and an outdoor terrace, evoking the feel of a billionaire’s luxurious pied-à-terre rather than a car showroom. The only hint of the facility’s purpose is a row of shelves displaying samples of paint colors, threads, leathers, metals, and the iconic “Spirit of Ecstasy” hood ornaments in various finishes.
This New York outpost is the third Private Office globally, following locations in Dubai and Shanghai, with a fourth soon to open in Seoul, Korea. Rolls-Royce CEO Chris Brownridge envisions these studios as hubs for bringing the company’s Goodwood, UK-based design expertise directly to clients worldwide, particularly as their requests become increasingly unusual and intricate.
One client, inspired by flowers, commissioned an extended-wheelbase Phantom with a headliner featuring over 1 million embroidered roses. Another client, enamored with Hawaii and a rare Koa wood rocking chair, requested a Koa-themed Rolls-Royce, which required a three-year search for the perfect tree and over 500 hours of craftsmanship.
Brownridge notes that these bespoke creations often become treasured possessions, holding deep emotional significance for their owners. To meet surging demand for customized vehicles, Rolls-Royce is expanding its Bespoke workshops in Goodwood, focusing on producing higher-value, more personalized cars rather than increasing production volume.
As the company’s commissions grow more sophisticated, so too does its success. Brownridge emphasizes that Rolls-Royce’s mission is to create value for its shareholders, retail partners, and most importantly, its clients, who become part of an exclusive family bound by their passion for these extraordinary vehicles.
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