Rolls-Royce unveils a VIP showroom in NYC for its elite customers. Explore the interior.

• A secret VIP design studio for ultra-wealthy clients who want highly personalized cars has been opened by Rolls-Royce in the United States.
• The British automaker's strategy of increasing sales and profits involves selling more personalized, expensive vehicles instead of increasing production.
• Customers who purchase a car from a dealer can visit the Private Office to collaborate with a designer and create a completely customized vehicle.

A secret VIP design studio for ultra-wealthy clients who want highly personalized cars has been opened by Rolls-Royce in the United States.

The Private Office in Manhattan's trendy Meatpacking District is crucial to Rolls-Royce's new strategy of increasing sales and profits by offering more customized, higher-priced vehicles instead of increasing production. Despite producing only 6,032 cars last year, which is less than half the production of its competitors, Rolls-Royce continues to experience strong profit growth for its parent company.

Customers have been customizing their Rolls-Royce rides for years, but the Private Office takes personalization to a new level. After purchasing a car from a dealer, customers can visit the Private Office to collaborate with a designer on a fully customized car, including unique paint colors, fabrics, woods, lighting schemes, and other materials.

"Rolls-Royce CEO Chris Brownridge stated that customers may desire their Rolls-Royce's exterior to match their dog's eye color and interior panels made of mother-of-pearl from their private collection. Through direct access to the team, these requests can be fulfilled, and the possibilities are limitless."

Rolls-Royce's "Bespoke" program is their highest level of personalization, which can increase the cost of a Rolls-Royce Phantom by hundreds of thousands of dollars, bringing the total sale price of some cars to over $1 million.

The Private Office is reserved for the most complicated and expensive bespoke projects. It's not a dealership, and there are no actual cars displayed. To access the Private Office, customers must press a black security screen outside an unmarked building and take a secure elevator to the top floor.

The Private Office, with its black kitchen, low sofas, dining table, outdoor terrace, and turntable filled with classic rock and jazz vinyl records, resembles a billionaire's retreat rather than a car showroom. The only indication that it's a Rolls-Royce facility is the row of shelves along the back wall showcasing paint color samples, thread options, leather selections, metal finishes, and a collection of "Spirit of Ecstasy" hood ornaments in various finishes.

The New York Private Office is the company's fourth international office, following Dubai, United Arab Emirates, Shanghai in 2023, and Seoul, Korea.

The objective, according to Brownridge, is to utilize the expertise and design capabilities of its Goodwood factory to cater to clients globally. This is particularly crucial as client demands become increasingly unique and intricate.

One Rolls-Royce client desired a car inspired by flowers, so the Rolls team created an extended-wheelbase Phantom with a headliner covered in over 1 million embroidered roses. Another client, who loves Hawaii and has a favorite rocking chair made of rare Koa wood, wanted a Koa-themed Rolls. Since Koa wood is protected in Hawaii, Rolls spent three years waiting and hunting for the right tree, then built a Koa Phantom, using the wood on the dashboard, center console, and doors. The company even made a matching picnic hamper and table. The entire project took over 500 hours to create.

"Brownridge stated that many clients would never sell their cars because it is a deeply personal matter that holds great significance to them."

Rolls-Royce is expanding its Bespoke workshops in Goodwood to meet the growing demand for custom cars. The aim is not to produce more cars, but to create higher-value, more personalized vehicles.

"As our commissions have evolved, our business has thrived," Brownridge stated. "Our objective is to deliver value to our shareholders, retail partners, and most importantly, our clients. When we craft a masterpiece for them, it holds immense significance beyond a mere automobile. I frequently assert that the four wheels are almost a luxury, as they truly represent a work of art."

When constructing their unique Rolls-Royces, customers not only visit the factory in Goodwood but also interact with the paint shop specialists, woodworkers, embroidery experts, and other team members.

"He stated that every client he has met feels that what sets Rolls Royce apart is the sense of belonging to a family. They are not just customers, but are part of the Rolls Royce family. Many clients visit Goodwood and get to know the people who make their cars. It's not just about the personal connection to the motorcar, but also to the entire team that produces these magnificent things."