The Rolls-Royce brand is evolving

Rolls-Royce implements strategic development of brand to consolidate its pinnacle position as a house of luxury

Rolls-Royce has revealed the next major development on its luxury leadership and client relationship journey with the launch of its new flagship residence in the heart of London's Mayfair.

The new luxury retail outlet is open and ready to welcome clients past, present and future.

“The opening of a new Rolls-Royce dealership is always a great moment for us; and as a brand founded and based in Great Britain, London has a key role to play in our global presence. The timing of the opening of our new flagship store, which proudly displays our new visual identity is particularly apt, coinciding, as it does, with the re-opening of UK retail following the recent lockdown. The concurrent opening of our new re-designed boutique in Shanghai, acknowledges the importance of the China market to our business.

Now, with the opening of our new flagship residence in London, and our showroom in Shanghai, we are able to present our unique products in the surroundings of a luxurious boutique, befitting of Rolls-Royce’s position as the manufacturer of the world’s most precious luxury goods." shared Torsten Müller-Ötvös, Chief Executive Officer, Rolls-Royce Motor Cars.

In August 2020, Rolls-Royce revealed a new visual language of luxury with the introduction of a highly contemporary, fresh brand identity for the marque. The brand’s new visual identity is the latest impulse in the development of Rolls-Royce as a House of Luxury, distinct from an automotive manufacturer which has been underway for a number of years.

Summary Highlights:

  • Rolls-Royce Motor Cars announces further development of brand from automotive manufacturer to House of Luxury

  • New developments consolidate the pinnacle position of the brand as a House of Luxury

  • Recently announced new brand identity being introduced in major showrooms worldwide

  • New visual language will resonate with younger demographic of clients

  • Move reflects increasing demand for the marque’s pinnacle products

  • New environment provides a relaxed and immersive client experience

  • Interior is inspired by Galleria-style shopping and includes Atelier commissioning suite and lounge area with Cabinet of Curiosity feature and Speakeasy Bar, all complemented by a wealth of innovative digital technology and lighting installations.

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