Rolls-Royce opens a new flagship store in the heart of London’s Mayfair. The showroom, which is located at Berkeley Street, W1, offers more space compared with the marque’s previous location on nearby Berkeley Square. The store’s front door is modeled on Rolls-Royce’s famous Pantheon grille while the doorway is topped by an uplit Spirit of Ecstasy. 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 of the Rolls-Royce store in London’s Mayfair is based on a luxury Galleria shopping experience. Each car has its own dedicated space. A kinetic lighting arrangement illuminates the area in which clients take delivery of their commission.
The lounge area is dedicated to a ‘Cabinet of Curiosities’, displaying objects and pieces designed to spark ideas and conversations as part of the commissioning process.
The ‘Speakeasy’ bar to the rear of the store is a relaxed, comfortable and secluded space where clients can socialize. More private still, is the Brand Director’s office, which includes a cutting-edge configurator for finalising specifications.
The store is home to 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 Rolls-Royce speedform shape that makes it easy to visualize two-tone color 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. The wood presentation table is loosely modeled on the profile line of Wraith.
The social space within the Atelier – known as the Library – refers to the code-name given to the design studio where the first Phantom was created in the early 2000s.
The Rolls-Royce showroom in Shanghai, China has also been fully re-designed and reflects the marque’s continuing success in the country.