First Rolls-Royce Boutique Opens Its Doors

October 27, 2016

Rolls-Royce Motor Cars has unveiled its first ever boutique concept store in the heart of Dubai – a “place to see and be seen for the region’s most discerning and eminent patrons of luxury”.

Open seven days a week, the boutique blends spaces that bring to life the spirit of the marque’s Centre of Excellence in Goodwood, with a vibrant, social atmosphere.

Rolls-Royce plans to achieve this 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, plus staging for bespoke cars and newly-launched collections.

Rolls Royce Boutique Dubai

The facility spans 7,300 sq.ft. and features top-to-bottom vectorised pixel-animation screens on the external windows and it is the only “boutique” in City Walk boasting year-round valet parking for its guests.

“Dubai is an important part of our brand’s success story, and it has been among the top five markets in the world for Rolls-Royce for three consecutive years, placing it alongside or above other markets with much bigger populations,” explained Torsten Müller-Ötvös, Chief Executive Officer, Rolls-Royce Motor Cars.

“Our success in Dubai and the rest of the world is borne of an intimate understanding of the lifestyle requirements of the world’s most discerning patrons of luxury. True luxury houses like Rolls-Royce must therefore constantly strive to innovate and inspire.”

Rolls Royce Boutique Dubai



The Rolls-Royce Boutique features four distinct areas:

The Inspiration Studio will be the staging point for one-of-a-kind examples of Rolls-Royce Bespoke motor cars. This will serve to inspire patrons by showcasing what is possible when working with the marque’s full bespoke palette. The space also features an Interactive Spirit of Ecstasy Wall, which uses motion-capture technology to allow visitors to briefly transform themselves into the iconic statuette that embellishes every Rolls-Royce motor car, and an interactive configurator to help customers conceive initial ideas for their own bespoke vision.

The Bespoke Atelier takes cues from the worlds of fine art, design and high fashion, and is filled with thought-provoking textures, themes and colours, giving customers the opportunity to explore the possibilities that cutting-edge, bespoke design allows. The displays of paints, marquetry, exotic woods, leathers, piping, tread plates and accessories such as picnic hampers and Gold-plated ‘Spirit of Ecstasy’s have been selected to stimulate discussion and nurture creativity, helping to inspire customers when commissioning their own unique Rolls-Royce motor car. The centrepiece is a stunning piece of original art from Syrian artist Khaled Al Saaei, depicting the Spirit of Ecstasy in Arabic Calligraphy.

Rolls Royce Boutique Dubai

The Pinnacle Café is a space for Rolls-Royce customers to relax, meet with friends, or even host business meetings in an exclusive and luxurious atmosphere.

Rolls-Royce will invite other luxury brands to display their rarest and most unique items in the Affinity Area, with the displays regularly changing, thus providing further inspiration to visitors and also creating a luxury shopping boutique feel for customers.

Written by Luxuria Lifestyle UK’s Gareth Herincx

Ask us about this article


Connect with us

Licence Programme

Enquire Offices