Torsten Müller-Ötvös, Chief Executive Officer of Rolls-Royce Motor Cars, announced last week that a new Rolls-Royce Motor Cars Studio will be open in South Korea, only the second permanent Studio for the marque worldwide after the ‘Atelier’ at the Home of the British brand in Goodwood, England. The new studio will open its doors on November 1 and will be the first of its kind in Asia, and the only such facility in the world to offer closed-course test drives.
As a unique brand experience center, it will offer guests an insight into the world of the iconic marque in a relaxed atmosphere in the most effortless of manners. Located close to Incheon International Airport, the 200 sq. m. space is divided into two intimate sections. Visitors are first greeted by the ‘Car Gallery’, showcasing the latest Rolls-Royce models on a rotating basis. In the adjoining ‘Atelier’ lounge, visitors can explore the world of bespoke features on an appointment basis.
The ‘Atelier’ cossets guests in luxury surroundings reminiscent of Goodwood, bringing a flavor of the Home of Rolls-Royce to South Korea. Displays allow visitors to appreciate first-hand the depth of luxurious detailing that goes into crafting a double-R car and the wealth of Bespoke possibilities offered, with an extensive range of examples of the wood, leather, paint and features available for their motor car. They will even be able to commission a Bespoke Rolls-Royce, should they wish.
Guests will also have the opportunity to drive a variety of the British models on the facility’s 2.6 km closed circuit and surrounding roads. Instructors trained by the Rolls-Royce driving academy in Goodwood will offer bespoke experiences on the best way to ride in or drive a Rolls-Royce, bringing to life the legendary Magic Carpet Ride and helping discerning individuals understand the phenomenal and uniquely luxurious capabilities of a technically state-of-the-art Rolls-Royce.
Speaking at a press conference to inaugurate the Studio, Torsten Müller-Ötvös said, “South Korea is an increasingly popular destination for wealthy clientele in Asia, with Seoul flourishing as a luxury retail destination. As a luxury house with a busy clientele, we find it crucial to be able to interact with our customers in a more casual environment when they travel for business and leisure. South Korea is a country of growing importance to us as a business in Asia – last year vehicle deliveries here grew at the fastest rate in the region. We look forward to welcoming customers and people interested in Rolls-Royce to this new Studio from throughout South Korea and also around Asia.“
The Rolls-Royce Studio concept began in 2013 with the Rolls-Royce Studio in Cannes on the Cote d’Azur. In summer 2014 Rolls-Royce Motor Cars launched a second ‘Summer Studio’ at the exclusive enclave of Porto Cervo on the Costa Smeralda in Sardinia, Italy. The Porto Cervo Summer Studio this year marked its third year welcoming patrons from around the world. All Studios are united by the fact that they are more akin to a club or lounge than a traditional dealership environment.