The Mayfair-based flagship dealership is the jewel in the carmaker's crown.
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."
This is all part of Rolls-Royce's desire to position its flagship residence as the epitome of luxury. "The showroom is the perfect embodiment of our brand. Effortless, stylish, contemporary, and in tune with our clients' tastes, requirements, and expectations. It is the perfect environment to offer guests a truly authentic Rolls-Royce experience," said Claus Andersen, Brand Director, Rolls-Royce Motor Cars London.
Big changes are on the way, as the brand is set to reveal its first-ever electric production car. Called the Spectre, the large luxury coupe is said to be a technological masterpiece and will take the place of the defunct Phantom Coupe. It's so special that Rolls-Royce even redesigned the iconic Spirit of Ecstasy to be more aerodynamic.
While some may bemoan the fact that the traditional brand is heading into the EV era, we can't think of another car better suited to a battery-powered setup. Instant power and utter silence? Sounds just perfect for Rolls-Royce customers.