Rolls-Royce Reveals How A Luxury Dealership Should Be Done

When it comes to sticking to tradition, few can come close to Rolls-Royce. For more than a century, the luxury marque hasn't dared to stray from its successful recipe: graceful, ultra-luxurious cars with zero sporting pretensions. That has changed very slightly in the past few years. While it's no canyon carver, the now-discontinued Wraith is the closest the brand has ever come to making a sports car.

The latest Ghost previewed the company's new design language and, while it's still conservative, is far more modern than ever before. It's not the only Rolls-Royce branded element to receive an update, though. Just over a year ago, the flagship showroom in Mayfair, London received an extensive redesign. This, says Rolls-Royce, is the first global showroom to receive the new identity which will be shared with the rest of the 131-strong dealer network across the world.

Rolls-Royce Mayfair makes a statement before customers even enter the premises. The entrance, for example, is modeled on the brand's iconic Pantheon grille while the Spirit of Ecstasy takes pride of place at the doorway. Inside, clients are treated to several visual delights; the wonderfully-named Cabinet of Curiosities is designed to inspire creativity and, as such, is filled with luxury items.

It's the Atelier that should excite most. This secluded cocoon of inspiration houses a bevy of samples for customers to explore. The Goodwood-based brand says the room allows clients to imagine their dream Rolls-Royce. By playing around with the various wood veneers, leathers, and fabrics on display, would-be owners get to experience the high-quality materials in person.

Interestingly, the Mayfair showroom houses a Speakeasy style bar, offering clients a special place to relax and sit back, providing "further opportunity to immerse themselves in the Rolls-Royce experience."