Since 1904, the entire world has marvelled at the refined classics that have paved the way for the super luxury automotive industry. As the years have progressed, Rolls Royce have continued to integrate bespoke designs such as the ‘Phantom’ commissions. With every car, they deliver unprecedented opportunity for their clientele.
The popularity of luxury cars in the middle east is unfathomable. So, what sets the Rolls Royce apart from the countless luxury choices in the region? Passionate about the super luxury industry, Michael Bryden, lead designer of bespoke design, has spoken to us about the intricacy and exclusivity of the Rolls Royce:
There is no doubt that Rolls-Royce has had a great impact on the Luxury industry. What would you say are the key factors that have led Rolls-Royce to be one of the most respected luxury motor companies in the world?
At Rolls-Royce, a client enjoys a 1:1 relationship with a designer, someone to realise and shape your individual vision, interpret your requirements and develop each detail for you specifically. It’s an extraordinary relationship, one that is highly personal.
A Rolls-Royce goes far beyond just being a car. It becomes a lifestyle enhancement, a highly personal and expertly executed vision, in some cases, it becomes a work of art.
How do you, Rolls-Royce, differentiate from the other cars in the luxury market?
Bespoke truly sets Rolls-Royce apart from mass luxury manufacturers. For me, luxury is the combination of the world’s finest materials, married with world class craftsmanship. True luxury, as one would encounter at Rolls-Royce, is these elements, with a perfect combination of rarity, authenticity and heritage, heightened by experience.
We look to other modes of super-luxury conveyance, from private aviation to super-yachts, even to the worlds of art and haute couture, for inspiration. These are the industries our patrons are closely acquainted with, it’s therefore fitting that we benchmark ourselves against them. I truly believe Rolls-Royce Bespoke achieves things that no other manufacturer can.
When working on a new model or design, where do you draw inspiration from?
As I mentioned earlier, we are constantly exploring other industries such as the art world, high fashion and architecture. Inspiration can also be found in craftsmanship, materials, even cultural references. I find travelling around the world to meet clients in itself very inspiring, but sadly things are different during this period of time. For me, inspiration is everywhere but it depends on how you see things around you. It could be something very simple like a rose or a light.
Talking of Roses and inspiration, in the courtyard of the Home of Rolls-Royce in Goodwood, West Sussex, a rare flower — the Phantom Rose — is cultivated. Bred solely for the marque as a source of inspiration, Rolls-Royce’s Global Centre of Luxury Manufacturing Excellence is the only place in the world where this rose can be found!
What is the process from bespoke design to driving the finished model?
No two bespoke commissioning journeys are the same. We meet some clients in person, and some choose to meet with us virtually. Typically, I would make some initial proposals for the first meeting with the client based on information I already know, that could be garnered from previous commissions, a public persona, or even an Instagram account, so that we have a starting point. We would then discuss these at length with samples in our Bespoke Atelier here in Goodwood.
It is a fantastic experience for a client when they come for a Bespoke Design consultation – they can really immerse themselves in the world of Rolls-Royce Bespoke in a highly collaborative way. It is a totally unique experience. Additionally, as clients visit us at the Home of Rolls-Royce, they take great delight in seeing the cars that are destined for all over the world being hand-built in the plant – there is always a fascinating array of materials and colours. These in themselves often act as an additional source of inspiration.
Can you talk us through how you would work with a client who would like to commission a Rolls-Royce here in the Middle East?
I have worked with many Bespoke clients in the Middle East, on some occasions they have travelled here to Goodwood to visit the Home of Rolls-Royce, but on some occasions, like when a client is too busy to travel due to their business commitments, I will travel to meet them. Our customers in the Middle East are very accustomed to the world of Rolls-Royce Bespoke, and are always incredibly interested to hear about the latest and greatest techniques, features and Phantom Gallery collaborations we have been working on. Of course, our dealerships in the Middle East also play a vital role – clients are able to meet with product experts to discuss their commissions, in person.
In your opinion, where does the refined classic model of the Rolls-Royce fit into a region where super sports cars are dominating the market?
A Rolls-Royce goes far beyond just being a car. It becomes a lifestyle enhancement, a highly personal and expertly executed vision, in some cases, it becomes a work of art. When designing the cars we look far beyond it being just a mode of transport.
I’ve been to the Middle East multiple times and I look forward to visiting the region again. I must say that I like the lifestyle in the Middle East very much; the mix between heritage and urban lifestyle is very inspiring. The Middle East has a unique taste especially when it comes to cars, no wonder, our dealership in Dubai was awarded the global Bespoke dealer of the year a couple of years ago!
In the Middle East, there is competition around Smart Technology and being ahead of the curve in developing new and innovative solutions, is this something that Rolls-Royce are taking into consideration when building new models?
We strive for perfection in everything we do. Our cars are all hand built at the Home of Rolls-Royce in Goodwood, West Sussex. Rolls-Royce technology is always there – experiencing a Rolls-Royce must of course be an effortless experience for our clients – the difference being that Rolls-Royce seamlessly integrates the technology into the design of the car to create a serene and tranquil environment. The last thing our clients would want is distraction by technology.
There seems to be a pressure on car companies to build more sustainable models and introduce hybrid or environmentally friendly vehicles. Firstly, are you feeling this pressure at Rolls-Royce? In consideration of this, are you as a company working on any sustainable models at the moment?
Firstly, please keep in mind that around 2/3 of all Rolls-Royce motor cars ever produced are still on the road – our cars have fantastic longevity. These are timeless classics, built with legacy in mind. On electric, our CEO, Torsten Müller-Ötvös has confirmed publicly that there is an electric future for Rolls-Royce. Rolls-Royce is committed to bringing a fully electric car to market within the next decade.
Discover more about bespoke designs on the Rolls Royce website.
