- Rolls-Royce Motor Cars on Wednesday unveiled its first ever worldwide boutique concept store in Dubai's popular City Walk district.
The Rolls-Royce Boutique is a highly progressive new concept in luxury and speaks of the brand's commitment to effortlessly integrating itself into the lifestyles of its patrons.
The experiential showroom has been created in the same spirit as the marque's highly successful Summer Studio in Porto Cervo, Sardinia, which has rapidly established itself as a celebrated centre of true luxury in one of the world's most exclusive enclaves.
The boutique therefore blends spaces that bring to life the spirit of the marque's Centre of Excellence in Goodwood, England, with a vibrant, social atmosphere.
This is achieved through a curated series of experiential areas including: an Inspiration Studio, Bespoke Atelier, Interactive Spirit of Ecstasy, Pinnacle Café, Affinity Partner Display, Virtual Reality Configurators and staging for bespoke one-of-one motor cars or newly-launched collections.
Present at the opening was Torsten Müller-Ötvös, chief executive officer of Rolls-Royce Motor Cars, alongside officials from AGMC, the sole and authorised representative for Rolls Royce Motor Cars in Dubai, Sharjah, and the Northern Emirates of the UAE.
Speaking in an exclusive interview with Khaleej Times, Torsten Müller-Ötvös said that the Middle East market was the brand's second biggest feature after the United States.
"Nobody would have thought of this remarkable achievement five or six years ago, but our businesses in the region have developed remarkably in a very short period of time. Dubai is a city that unites world-class business, tourism, leisure, and architecture in a fascinating way, and the city is always inspiring everyone. The region as a whole has excellent forecasts and we are anticipating a very bright future for the brand," he said.
"The opening of this boutique will enable us to open up to customers that we have never seen before in our conventional dealerships. It will enable us to do something different and encapsulate people into the world of Rolls-Royce. We were working on the whole concept of this boutique for close to two years, and the end result is comparable to our studio in Goodwood," he added. "Globally, we are nicely balanced and ending this year on a very strong note. The business in the Middle East region is a bit more challenging for us due to a number of reasons, but we are still in excellent shape, and we expect the current momentum to carry over into next year.
The Rolls-Royce Boutique is AGMC's second Rolls-Royce showroom facility in Dubai, complementing their existing 10,000sqf flagship showroom on Sheikh Zayed Road which features the world's most advanced Rolls-Royce Aftersales Centre.
The product of a $5.5 million investment from AGMC, the generously appointed boutique facility spans 7,300sqf and features top-to-bottom vectorised pixel-animation screens on the external windows, visible to passers-by from the road and sidewalk. Befitting a house that always seeks to deliver effortlessness to its patrons, it is the only boutique in City Walk that will have year-round valet parking for its guests.
Stathis I. Stathis, managing director of AGMC, said: "It's no secret that Dubai is a city of accomplishments and record-breaking initiatives. From the marvel that is the Burj Khalifa through to winning the bid for Expo 2020, Dubai has proven time and time again it is a place where the impossible becomes possible. Where vision, coupled with hard work and resolve, can lead to achievements that are rightly celebrated and respected around the globe. We are proud to now add the first ever Rolls-Royce Boutique to those achievements."
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