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Rolls-Royce Motors reveals first ever experiential showroom in Dubai

The new permanent space, located in Jumeirah, is similar to the brand’s Summer Studio in Porto Cervo, Sardinia. It is a multi-million collaboration between Rolls-Royce and UAE brand representative AGMC. Spanning 7,300 square feet, it includes top-to-bottom pixel-animation screens on external windows.

It also features a number of experiential areas including an Inspiration Studio, Bespoke Atelier, interactive Spirit of Ecstasy, Pinnacle Café, virtual reality configurators and staging for bespoke one-of-one motor cars or newly-launched collections.

The Inspiration Studio will showcase one-of-a-kind examples of bespoke Rolls-Royce cars and house the interactive Spirit of Ecstasy Wall which uses motion-capture technology to allow guests to briefly transform themselves into the car’s iconic bonnet ornament.

The Bespoke Atelier on the other hand displays a variety of paints, exotic woods, leathers and gold-plated Spirit of Ecstasy’s to help consumers commission and design their own Rolls-Royce cars. The centerpiece of the atelier is an original art piece from Syrian artist Khaled Al Saaei depicting the bonnet in Arabic calligraphy.

Dubai is among the top five markets in the world for Rolls-Royce, according to Rolls-Royce Motors chief executive officer Torsten Müller-Ötvös, who called the new boutique a “social hot-spot that perfectly encapsulates the spirit of Rolls-Royce’s Centre of Excellence in Goodwood, England.”

The boutique is AGMC’s second Rolls-Royce showroom in Dubai, complementing their existing 10,000 square foot flagship showroom on Sheikh Zayed Road.

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Posted on :11/10/2016