Rolls with it in Dubai
Rolls-Royce Motor Cars chooses city as the home of its first boutique
When Torsten Muller-Otvos, Chief Executive Officer of Rolls-Royce Motor Cars, describes the firm’s new boutique in Dubai as “not a normal car dealership”, he is being rather modest.
After all, I have just had my car parked by a valet and been served a cappuccino by a barista with the Spirit of Ecstasy embossed on the froth.
No, the Rolls-Royce Boutique, which officially opened in City Walk yesterday, is not a normal dealership.
Muller-Otvos told 7DAYS that the concept – a mix of showroom and private club – is an extension of what the brand has been doing in recent years: opening up pop-up shops in some of the swankiest locations in the world, such as St Moritz, Aspen and Porto Cervo in Sardinia. He said: “This is not what I would call a normal car dealership, which clearly underlines we are more than only a car brand – Rolls-Royce is the most well-known luxury brand on Earth, it’s the pinnacle of luxury.
“It is more than just cars that we are representing here, it is the full world of Rolls-Royce.”
The location, which Muller- Otvos describes as far from the “normal carmile of the city”, was chosen as it is a new, buzzing part of Dubai and frequented by existing customers as well as the younger generation that Rolls-Royce is keen to attract. The Dhs20 million, 7,300sqft facility has been built by AGMC, the distributor for Rolls Royce in Dubai, Sharjah and the Northern Emirates. It is split into the Inspiration Studio, where customers can see unique designs, the Bespoke Atelier, where they can come up with their own, and the Pinnacle Café. It is also the only boutique in City Walk with valet parking. The boutique is the second Rolls-Royce showroom in Dubai, complementing the existing 10,000sqft facility on Sheikh Zayed Road. Muller-Otvos said he hopes that similar facilities will be built in other cities around the world, adding that Dubai – among the top five locations for Rolls-Royce globally for three consecutive years – was the perfect place to start.
He said: “Dubai is a thriving city, a city which combines business and tourism fantastically, which has stunning architecture and is constantly innovating.
“For that reason, it is a very fashionable place for the whole world… [ The boutique] is something we are experimenting with here because we feel that this city is the right spot to do so.”
FRESH START: A Rolls-Royce Dawn on display outside the firm’s new boutique in City Walk
STYLE: Customers can browse through materials and accessories
BOSSES: Rolls-Royce CEO Torsten MullerOtvos (left) and Stathis I Stathis, MD of AGMC