Inside Rolls-Royce’s Secret NYC Private Office
By Nik Miles
@TestMiles
Rolls-Royce has taken the adage “the customer is always right” and given it the poshest twist possible. The venerable British marque has officially opened the doors to its New York Private Office – the first in North America and the third globally. Naturally, if you’re one of the wealthiest people on the planet, visiting a regular dealership for your custom car needs is a bit, well, standard.
This glittering new Private Office, nestled in the Meatpacking District (which, for the uninitiated, is the upscale home of all things trendy and expensive), now allows North America’s ultra-elite to sit down with U.S.-based bespoke designers. Yes, that’s right, you can now craft your own personalized Rolls-Royce without having to jet off to Goodwood, England, or send your “people” to Dubai or Shanghai.
More Than Just a Car – It’s a Canvas
Rolls-Royce CEO Chris Brownridge practically beamed as he introduced the space. “Our clients constantly challenge us to design more exciting and ambitious commissions,” he explained, subtly hinting that simply driving a Rolls-Royce off the production line is a bit pedestrian for today’s client. The Private Office is meant to elevate the brand’s already exclusive bespoke program, where owners create cars that reflect not just their taste but, one assumes, their impressive imagination.
This isn’t about picking a few new leather swatches or a flashy paint color. No, this is about commissioning a one-of-a-kind automotive masterpiece. The office is packed with fabrics, paints, leathers, and locally sourced “artworks and artifacts” that are, no doubt, a bit more exotic than anything your local fair might offer.
The appeal, you see, is in the process. Clients don’t just design the car; they follow its progress, speaking directly with the skilled artisans at Goodwood who turn these indulgent dreams into reality. The final result? A vehicle that’s as unique as your fingerprint but probably costs a bit more than your average fingerprinting service.
North America’s Obsession with Bespoke Rolls-Royce
Now, why New York? North America has been Rolls-Royce’s top market for the past two decades, and in the last few years, bespoke commissions have become more elaborate and, dare we say, outlandish. The sheer creativity (or audacity) of some American clients has left the team at Rolls-Royce rubbing their hands together in both amazement and creative anticipation.
Therefore, the Private Office New York is a direct response to the increasing demand for these high-value, highly personalized commissions. Rolls-Royce has mastered the art of focusing on value creation over sheer volume – so while they won’t be rolling out thousands of these custom cars, each one they do will have a little more ‘oomph’ than any other luxury vehicle.
Private Collections for the Obsessively Particular
As if creating your own one-off Rolls-Royce wasn’t enough, the New York office will also provide access to exclusive Private Collections. These themed collections essentially showcase what Rolls-Royce can do when they pull out all the stops – think next-level craftsmanship, stunning designs, and the kind of engineering that could make your head spin (in a good way). These collections are meant to inspire clients to push the boundaries of bespoke even further. What are you even doing if you’re not commissioning a car that’s essentially a rolling art exhibit?
In summary, Rolls-Royce’s Private Office in New York is more than just a place to order a car – it’s a showroom for those who believe cars should be personal masterpieces. While it may not be the solution for the average luxury buyer, it’s an invitation to create something extraordinary for those whose tastes are as expansive as their imaginations.
So, if you’ve ever felt that your current car doesn’t quite scream “individuality” enough, now you know where to go, don’t forget to bring your imagination—and your taste with you. For more information and to follow, go to liinks.co/testmiles
