Rolls-Royce’s Dedicated Space | Bespoke Design
The Private Office Seoul opened in November 2024 and forms part of Rolls-Royce’s global network of dedicated creative spaces, alongside Goodwood, Dubai, Shanghai and New York, designed to bring the experience of the Home of Rolls-Royce directly to clients in their own regions. More than a showroom, it is a considered environment where some of the marque’s most ambitious commissions take place.
While every Rolls-Royce motor car is hand-built at the company’s home in Goodwood in the UK, the Private Office network extends the early stages of that journey outward. It allows clients to engage more deeply with Rolls-Royce’s team of designers, exploring materials, finishes and artistic possibilities in an atmosphere that feels closer to a private atelier than a dealership.
Inspired by traditional Hanok architecture, the Seoul studio reflects Rolls-Royce’s commitment to craftsmanship and design, integrating changho lattice detailing and delicate hanji paper elements within a contemporary framework. It is tactile, composed and intentionally calm to create a seamless setting designed to support imagination and endless possibilities.
Here, material samples are presented not as options from a catalogue but as starting points. Clients encounter veneers, leathers and pigments that will, at Goodwood, be transformed by more than 60 pairs of skilled hands. A typical motor car requires more than 600 hours to complete, while complex Bespoke Rolls-Royce commissions can take years to realise.
The commissioning experience is highly collaborative. Clients work alongside a bespoke designer and bespoke client experience manager to shape their vision … from exterior paint to interior embroidery, from the precise width of a hand-painted coachline or design for a laser-engraved bonnet to the constellation of a personalised Starlight Headliner.
“Bespoke begins with listening,” says James Robert Bazun, regional bespoke designer for Rolls-Royce Asia Pacific. “Our role is to understand the individual behind each commission. Every client arrives with a different reference point – it might be architecture, a piece of art, a landscape or a personal memory. From there, we explore their influences and aesthetic preferences, translating those ideas into colour, material and detail. The Private Office gives us the time and space to develop those conversations properly and create something truly meaningful alongside the client.”
For Rolls-Royce, Bespoke extends far beyond traditional options lists. It is the marque’s defining philosophy. Options are limitless and no two motor cars are entirely the same. The exterior finish alone reflects this commitment. Clients can choose from more than 44,000 colours or commission a new hue developed entirely for them, as well as reserve this for their exclusive ongoing use. The coachline, applied by hand using a brush made from fine squirrel hair, may incorporate a personal motif, which could be a family crest, a symbol or a discreet artwork.
Inside, craftsmanship deepens. All wood elements are sourced from the same tree, giving each vehicle a unique natural fingerprint and ensuring the material ages consistently over generations. Clients may also explore Placed Perforation artworks, million-stitch embroideries, marquetry composed of thousands of veneer pieces, hand-painted leather surfaces or the iconic Starlight Headliner, where between 800 and 1,600 optical fibres are individually inserted by hand to re-create a specific night sky at a chosen moment in time. Together, these crafts and details illustrate how Bespoke at Rolls-Royce is less about specification and more about authorship. Each motor car can be shaped as an individual expression of its owner.
Complementing Private Office Seoul’s role, the newly launched Coachbuild Collection unites a wholly coach-built motor car with a multi-year program of exclusive experiences, including access to closed testing, design studios and curated private events. Participation is by invitation only via the Private Office network.
Rolls-Royce has also extended the Private Office concept through a Mobile Bespoke Studio, delivered via a structured residency program that visits key markets on a regular basis. In Australia, this brings the Private Office experience directly to clients, enabling them to engage with designers, explore materials and begin the commissioning process in their home market. Developed in close collaboration with local dealer partners, the mobile format reflects the marque’s commitment to meeting clients where they are, while maintaining the same depth of expertise, discretion and creative freedom that defines the Private Office network globally.
- 转载自：The Local Project
- 图片@The Local Project
- 语言：英语
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