Rolls-Royce Motor Cars PressClub · Article.
ROLLS-ROYCE SUNNINGDALE UNVEILS NEW LUXURY SHOWROOM
18.01.2024 Press Release
Rolls-Royce has a profound understanding of its clients; their needs, expectations and their wishes and strives to exceed these. Offering its patrons unique experiences is an integral part of the ongoing success of the world’s leading luxury marque, and so Rolls-Royce is delighted to announce its newly redesigned showroom in Sunningdale is ready to welcome clients past, present and future to its new luxurious space.
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Isabel Matthews
Rolls-Royce Motor Cars
Tel: +44 (0) 7815 245127
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Author.
Isabel Matthews
Rolls-Royce Motor Cars
- Rolls-Royce Sunningdale re-opens its doors after extensive redesign and redevelopment
- New showroom provides a contemporary, luxury retail space, offering clients a wholly-immersive Rolls-Royce experience
- New visual language resonates with younger demographic of clients
- Expansion and redesign reflect increasing demand for the marque’s pinnacle products
“After extensive redesign and redevelopment, I am delighted to
announce that Rolls-Royce Sunningdale has now re-opened its doors.
During the last 18 months the highly dedicated, professional, and
experienced team temporarily relocated to their aftersales facility,
where they continued to offer our esteemed clients their expertise
and a hyper-personalised client experience characterised by
luxurious encounters.
“The reopening of the Sunningdale dealership, the showroom nearest
to the Home of the Rolls-Royce in West Sussex, is a great moment for
us. This new space, with its wealth of innovative digital
technologies and elegant, luxurious design, is the perfect
embodiment of the brand. It really captures the essence of the
marque and brings our visual identity to life, reaffirming our
position as a leading House of Luxury, distinct from an automotive manufacturer.”
Boris Weletzky, Regional Director, United Kingdom, Europe, and
Central Asia
Rolls-Royce has a profound understanding of its
clients; their needs, expectations and their wishes and strives to
exceed these. Offering its patrons unique experiences is an integral
part of the ongoing success of the world’s leading luxury marque, and
so Rolls-Royce is delighted to announce its newly redesigned showroom
in Sunningdale is ready to welcome clients past, present and future to
its new luxurious space.
Located in a prominent location in the heart of Sunningdale, the
space has been completely transformed both architecturally and
aesthetically, making it almost unrecognisable. The original showroom
has been significantly extended, offering more space to showcase the
marque’s exquisite products and providing clients an unparalleled
experience, in line with Rolls-Royce’s continuing evolution as a true
global luxury goods brand. A terrace, with views over the Berkshire
countryside, is an entirely new addition to the showroom; a relaxing
and inviting space for clients to draw closer to the brand.
The redesigned location, spanning two levels, now showcases the
marque’s contemporary visual identity, designed by award-winning
agency, Pentagram. The space offers clients an immersive experience
from the moment they step foot into the building: the front door is
modelled on Rolls-Royce’s famous Pantheon grille and provides a
discreet, tantalising glimpse of what lies within. The doorway is
topped by the marque’s iconic figurine, the Spirit of Ecstasy.
Inside, the new showroom continues to exude sophistication,
contemporary luxury, and creativity, yet still recognises the
importance of heritage for the marque, with citations from the
founding fathers of the brand throughout the showroom. The Cabinet
of Curiosities, an eclectic mix of intriguing, timeless and
legendary design objects, is designed to spark the imagination and
conversations as part of the commission process. The pièce de
résistance, the Atelier, houses some of marque’s most
exquisite examples of craftsmanship, including wood veneers, leathers,
embroidery threads in a variety of vivacious hues, as well as
lambswool samples. The surface-finish samples are presented in the
familiar Rolls-Royce speedform shape, making it easy to imagine the
almost endless two-tone colour combinations; the leathers are rolled
on wands with handles from Rolls-Royce’s famous umbrellas, while the
veneers are shaped like the cross-section of an aerofoil, recalling
The Hon Charles Rolls’ aviation exploits. This sensory-inspired room
helps clients to envisage their dream commission coming to life.
The remarkable transformation of the Sunningdale showroom is a
further sign of the dealership’s commitment to excellence which was
recognised in two recent prestigious awards. In 2020, Rolls-Royce
Motor Cars Sunningdale was honoured to receive the title of ‘Global
Bespoke Dealer of the Year’ and, in 2022, ‘Regional Provenance
Dealership of the Year’, both recognising its unwavering commitment to
the Rolls-Royce brand and delivering personalised experiences to its
cherished clients.
A Rolls-Royce is unapologetically luxurious, it is unmistakable,
synonymous with beauty and elegance, a true design icon, and so each
model rightfully enjoys its own dedicated space, framed, and is
presented according to its distinctive personality and characteristics.