HR Owen has opened the doors to its new Rolls-Royce Motor Cars London luxury car showroom in the heart of Mayfair.
Located in a dual-aspect space on Stratton Street and Berkeley Street, the AM100 car retailer’s new facility features some show-stopping design features including a front door modelled on Rolls-Royce’s famous Pantheon grille and video projections to create the illusion of ongoing activity inside after hours.
A statement issued by the Goodwood-based car brand said that the new showroom’s interior concept is based on “a luxury Galleria shopping experience” with the new building’s additional space allowing each model its own dedicated space, framed and presented according to its distinctive personality and identity.
Rolls-Royce Motor Cars chief executive, Torsten Müller-Ötvös, said: “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."
Rolls-Royce’s new brand identity was revealed last August.
Earlier this month franchised retailers from Rolls-Royce Motor Cars' global dealership network received awards after a record Q1 for the luxury car brand - with Sytner's Ascot site emerging as a UK winner.
Rolls-Royces annual dealer awards were issued after the brand delivered the highest-ever first quarter sales results in its 116-year history in the first three months of 2021.
Between January 1 and March 31, the company delivered 1,380 cars to customers, up 62% on the same period in 2020 and surpassing the previous first quarter record set in 2019.
Among the highlights of the new HR Owen Rolls Royce showroom is 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 or in the Brand Director’s office, which includes a cutting-edge configurator for finalising specifications.
HR Owen’s Rolls-Royce Motor Cars London brand director, Claus Andersen, said: “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."