Photo Credit: Getty Images
In a bold move to cater to its most discerning clientele, Rolls-Royce has opened its first U.S. “Private Office” in New York City’s trendy Meatpacking District. This exclusive VIP design studio is part of the British automaker’s strategy to enhance sales and profits by offering highly personalized, higher-priced vehicles rather than increasing production volumes.
The New York Private Office is the third of its kind globally, following similar establishments in Dubai and Shanghai, with a fourth set to open in Seoul later this year. This new facility allows ultra-wealthy clients to work directly with designers to create bespoke cars tailored to their unique tastes. The level of customization available through the “Bespoke” program can add hundreds of thousands of dollars to the base price of a Rolls-Royce, with some cars exceeding $1 million.
Located in an unmarked building, the Private Office is accessible only by appointment. Clients enter through a black security screen and take a secure elevator to the top floor, where they are greeted by a space that feels more like a luxurious apartment than a car showroom. The office features a sleek black kitchen, low sofas, a dining table, an outdoor terrace, and a turntable with stacks of classic rock and jazz vinyl records. The only hint of its automotive purpose is a row of shelves displaying samples of paint colors, threads, leathers, metals, and the famous “Spirit of Ecstasy” hood ornaments in various finishes.
Rolls-Royce CEO Chris Brownridge emphasized the importance of this new venture, stating, “They may want the exterior of their Rolls-Royce to match the color of their dog’s eyes. They may want to have interior panels in the car with the mother-of-pearl from their private collection. We can bring those sorts of requests to life through having direct access to the team. And the possibilities really are endless”.
The Private Office Is reserved for the most complicated and expensive Bespoke projects. It is not a dealership, and there are no actual cars displayed. Instead, it serves as a creative outpost where clients can explore a wide range of materials and design options, from special paint colors to their favorite fabrics, woods, lighting schemes, and other materials.
This initiative is central to Rolls-Royce’s strategy of growing sales and profits by focusing on value creation rather than sales volume. The company produced 6,032 cars last year, less than half the production of Ferrari, yet continues to generate strong profit growth for its parent company BMW. The New York Private Office is expected to further elevate the value of each commission in this key region, supporting the marque’s reputation as the world’s most client-focused luxury brand.
As Rolls-Royce’s largest market for two decades, North America has seen a dramatic increase in Bespoke complexity and creativity over the past three years. The Private Office in New York is a response to this demand, offering clients a taste of Goodwood nearer their home.
