Rolls-Royce launches first Phantom in 15 years

Business Traveller (Middle East) - - Upfront -

LEAD­ING MO­TOR­ING and life­style me­dia con­verged on the idyl­lic north­ern shores of Lake Lucerne in Switzer­land over a two-week pe­riod for the launch Rolls-Royce’s first new Phantom se­ries in 15 years, re­ports Gina John­son.

Months in the plan­ning, ex­ec­u­tives from both Rolls-Royce’s Good­wood home base and par­ent com­pany BMW Group in Mu­nich hosted a two-day event to show­case the new monarch of the au­to­mo­tive world, the Phantom VIII, which has been in al­most con­tin­u­ous pro­duc­tion for more than 90 years.

In ac­cor­dance with the cen­tu­rion sta­tus of the brand, guests were in­vited to par­tic­i­pate in a se­ries of cu­rated lux­ury ex­pe­ri­ences such as a pri­vate tour of the Rosen­gart Mu­seum – home to largest pri­vate col­lec­tion of Pi­cas­sos in the world – and a boat­build­ing tour with lux­ury boat mak­ers Boesch on Lake Zurich.

The event in­cluded self-driv­ing ex­pe­ri­ences that took in some of Switzer­land’s most iconic scenery on a half-day route that cir­cum­nav­i­gated Lake Lucerne.

Rolls-Royce staged a take-over of the stun­ning lake­side Park Ho­tel Vitz­nau – de­fined as a ‘health and wealth res­i­dence’ – where sev­eral new-gen­er­a­tion Phan­toms, in­clud­ing the im­pos­ing pur­ple-hued Bel­ladonna model, were po­si­tioned in­side the lobby and on the lawns of the prop­erty. A high­light of the event was a pri­vate din­ner de­signed by two Miche­lin­star chef Ne­nad Mlinare­vic and guests of hon­our in­cluded some of the seven artists com­mis­sioned to cre­ate orig­i­nal de­signs set within the gallery of the new mod­els.

The first Phantom VIIIs will be de­liv­ered next month with a price point start­ing from around AED2mil­lion.

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