Rolls-Royce Motor Cars today unveiled its first ‘Rolls-Royce Boutique’, a new concept in luxury, in Dubai, UAE.

Torsten Müller-Ötvös, chief executive officer, Rolls-Royce Motor Cars, presided at the official inauguration ceremony, alongside officials from AGMC, the sole and authorised representative for Rolls Royce Motor Cars in Dubai, Sharjah and the Northern Emirates of the UAE.

The new space speaks of Rolls-Royce’s commitment to effortlessly integrate itself into the lifestyles of its patrons, the company said.

The location, at the centre of Dubai’s City Walk, a globally recognised luxury and hospitality hot-spot, boldly counters traditional automotive thinking in placing the house within a centre of fine fashion, art and cuisine that Rolls-Royce customers frequent, it said.

“The boutique blends spaces that bring to life the spirit of the marque’s Centre of Excellence in Goodwood, England with a vibrant, social atmosphere. The boutique is set to become a place to see and be seen for the region’s most discerning and eminent patrons of luxury,” it said.

“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,” the company added.

The product of a multi-million dollar investment from AGMC, the facility spans 7,300 sq ft 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.

The Rolls-Royce Boutique is AGMC’s second Rolls-Royce showroom facility in Dubai, complementing their existing 10,000 sq ft flagship showroom on Sheikh Zayed Road which features the world’s most advanced Rolls-Royce Aftersales Centre.

Müller-Ötvös, said: “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. 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.”

He added: “AGMC’s investment is testament to their commitment to delivering truly progressive experiences to Dubai’s most eminent men and women. This extraordinary space will become a social hot-spot that perfectly encapsulates the spirit of Rolls-Royce’s Centre of Excellence in Goodwood, England.”

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.”

The Rolls-Royce Boutique is open from 10 am to 10 pm seven days a week. – TradeArabia News Service