Rolls with it in Dubai

Rolls-Royce Mo­tor Cars chooses city as the home of its first bou­tique

7 Days in Dubai - - FRONT PAGE - By Si­mon Pluck­rose @spluck­rose si­

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

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