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Rolls-Royce Motor Cars London, Operated by H.R. Owen, Opens New Flagship Residence


Rolls-Royce Motor Cars London, Operated by H.R. Owen, Opens New Flagship Residence

· Rolls-Royce Motor Cars London, operated by the H.R. Owen Group, has opened a new flagship residence in Mayfair
· The new environment provides a more relaxing and immersive experience, resonating with Rolls-Royce’s ever-younger client demographic
· Interior is inspired by Galleria-style shopping and includes Atelier commissioning suite and lounge area with Cabinet of Curiosity feature, all complemented by a wealth of innovative digital technology and lighting installations
· The new opening marks the latest chapter for Rolls-Royce Motor Cars London in Mayfair, which can trace its roots in the area back to 1932
London, 28^th April 2021. Rolls-Royce Motor Cars London, operated by the H.R. Owen Group, is delighted to announce that its new flagship residence in the heart of London's Mayfair is now fully open and ready to welcome clients past, present and future. The new site – located in a dual-aspect space on Stratton Street and Berkeley Street provides much-needed additional space and an opportunity to create a wholly immersive client experience in line with Rolls-Royce's continuing evolution as a true global luxury goods brand.

The new, enhanced client experience begins literally at the front door, which is modelled on Rolls-Royce’s famous Pantheon grille and provides a discreet, tantalising glimpse of what lies within. The doorway is topped by an uplit Spirit of Ecstasy, produced by the same maker as the iconic figurine that graces every Rolls-Royce motor car. After hours, video projections displayed in the windows, to the right of the door, create the illusion of continuing life and activity inside.

The interior concept is based on a luxury Galleria shopping experience. Each Rolls-Royce model enjoys its own dedicated space, framed and presented according to its distinctive personality and identity. A kinetic lighting arrangement illuminates the area in which clients take delivery of their commission, using different sequences and orientations to create an engaging atmosphere, dependent on the product.

The lounge area features a ‘Cabinet of Curiosities’, displaying intriguing objects and pieces designed to spark ideas and conversations as part of the commissioning process. Discussions can also take place in the 'Speakeasy' bar to the rear of the store. Like its Prohibition-era namesake, this is a relaxed, comfortable and secluded space where clients can mix and socialise. More private still is the Brand Director’s office, which includes a cutting-edge configurator for finalising specifications.

The true heart of the store is the Atelier, which houses samples of surface finishes, wood veneers, leathers, embroidery threads and numerous lambswool samples and fabrics. Other options on view include convertible hood fabrics and headliners, plus wheel options. The surface finish samples are presented in the familiar Rolls-Royce speedform shape that makes it easy to envisage two-tone colour combinations; the leathers are rolled on wands with handles from the iconic Rolls-Royce umbrellas, while the veneers are shaped like the cross-section of an aerofoil, recalling The Hon Charles Rolls' exploits in aviation. The sculpted wood presentation table is loosely modelled on the profile line of Wraith, with the grain directing attention towards the configurator screen.

In another nod to history, albeit more recent, the social space within the Atelier is known as the Library. This is a reference to the code-name given to the design studio where the first Phantom was created in the early 2000s, as Rolls-Royce Motor Cars came into BMW Group ownership.

"Over the past few years, we have been repositioning our brand and company as a House of Luxury, distinct from an automotive manufacturer. Our products are individual commissions by singular clients who expect the very best in all products they purchase. We now begin the process of bringing our recently announced new visual identity to life.

“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."

Torsten Müller-Ötvös, Chief Executive Officer, Rolls-Royce Motor Cars

"Our new London flagship is a perfect embodiment of our brand: completely contemporary, effortless and in tune with our clients' tastes, requirements and expectations, yet fully aligned to our unique heritage and values. We look forward to welcoming new and existing clients and sharing an authentic Rolls-Royce experience with them."

Claus Andersen, Brand Director, Rolls-Royce Motor Cars London,

Rolls-Royce Motor Cars London can trace its roots all the way back to 1932, when Captain Harold Rolfe Owen established the first H.R. Owen showroom, selling the finest luxury motor cars. Rolls-Royce Motor Cars London has been a mainstay of Mayfair ever since, and these all-new premises mark the start of a new chapter for one of Rolls-Royce’s oldest retailers.


Editor’s Notes

H.R. Owen is Britain’s leading luxury motor dealer group, dealing with some of the world’s most sought-after premium car brands – Bugatti, Rolls-Royce, Aston Martin, Bentley, Ferrari, Maserati, Lamborghini, BAC, Rimac and Puritalia.

The H.R. Owen Group not only operates in sales and service of premium luxury cars, but it also offers a number of related divisions across all brands including its Insurance Services.

The H.R. Owen flagship dealership, Jack Barclay, has been operating in Mayfair since 1927 and although traditionally just a London-based business, the company now has locations in five counties in addition to their six London showrooms – Cheltenham (Gloucestershire), Pangbourne (Berkshire), Byfleet (Surrey), St. Albans (Hertfordshire) as well as Stockport (Greater Manchester).

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