Bespoke, but by Invitation Only: This Offering by Rolls-Royce is for Brand Loyalists

While we do know of Rolls-Royce’s Bespoke programme, having previously chronicled some of the most opulent commissions patronised by some of the world’s most affluent names, turns out the iconic British carmaker even offers something beyond bespoke. And this is for those few who demand extremely ambitious personalisation projects. How much more exclusive and indulgent does it even get, you ask?

Rolls-Royce Private Office

We’re talking about the Private Office. The first one, as you would expect, is in the brand’s home at Goodwood UK, accessed by a select few customers who go there ‘by invite only’. This is essentially a hyper-specialised bespoke studio where exclusive product previews and long-drawn commissioning sessions take place, at a level much higher than the existing Bespoke programme. These VIP customers are traditionally invited to the Home of Rolls-Royce in West Sussex for an immersive brand experience while creating a bespoke motorcar. 

Things changed in July 2022, when Rolls-Royce launched its first-ever Private Office outside Goodwood, in Dubai, UAE, targeting a small but significant set of ultra-high-end customers in the region. It is here at Private Office Dubai that Rolls-Royce placed its first-ever Bespoke Designer and Bespoke Client Experience Manager, based outside Goodwood.

Following this, the Private Office was opened up in Shanghai, New York, and, most recently, in Seoul. As things stand, these five Private Offices each cater to their respective region and handle the brand's most ambitious clients, with the most outrageous commission requests. These could range from multi-dimensional ink layering, marquetry and embroidery, 24-carat feuille d’or, a hand-painted Starlight Headliner, or, as we saw recently, a laser-etched bonnet.

For now, Indian clients are invited to the Private Office in Seoul, but they can also choose to visit the Dubai space if they choose. 

Here, clients can choose from 44,000 paint colours for the exterior or create a new colour for them. The permutations and combinations for personalisation are limitless. 

Access to Rolls-Royce Private Office

While the information about who gets to access the Private Office remains a bit blurry, we understand that these coveted invites go out to those clients who already have a purchasing history with Rolls-Royce or a status that is so special that it fits them into this category. First-time clients do get access to Private Office if they show a strong desire for a highly personalised and ambitious commission. 

For now, Rolls-Royce’s expansion of Private Office into four international cities, as well as the expansion of its Goodwood home spaces, at an investment of GBP 300 million, is clearly a strategy to push the limits of bespoke and personalisation in global markets, with no explicit intention to increase volume. Now that’s a luxury strategy worth examining from closer.