In a bold move that underscores its commitment to ultra-luxury and exclusivity, Rolls-Royce has opened its first-ever U.S. “Private Office” in New York City. The high-end automaker’s latest VIP design studio, nestled in Manhattan’s Meatpacking District, caters to an elite clientele seeking fully customized, one-of-a-kind vehicles. This new facility marks a significant step in Rolls-Royce’s strategy to grow profits by offering highly personalized vehicles rather than simply increasing production numbers.
A Shift in Strategy: Bespoke Over Mass Production
While other automakers may focus on increasing production numbers to boost sales, Rolls-Royce is taking a different approach. The iconic British manufacturer, which sold just over 6,000 cars in 2023—significantly fewer than competitors like Ferrari—remains a strong profit driver for its parent company, BMW. Instead of churning out more vehicles, Rolls-Royce’s strategy centers on delivering more personalized and higher-value models to its discerning customers.
The opening of the New York Private Office reflects Rolls-Royce’s ongoing focus on exclusivity, customization, and quality craftsmanship. According to Rolls-Royce CEO Chris Brownridge, the company is shifting its focus toward bespoke creations, which can significantly raise the price tag of a vehicle. With a base price of nearly $500,000 for a Rolls-Royce Phantom, the bespoke customization options can push the final cost to well over $1 million.
Inside the Private Office: A Design Haven for the Ultra-Wealthy
The New York Private Office is not your typical car dealership. There are no vehicles on display, no bustling showroom floors, and no salespeople pushing models. Instead, the experience begins with a subtle, almost secretive entry. Clients press a black security screen outside an unmarked building before being whisked away in a secure elevator to the top floor, where they are welcomed into an opulent, personalized design studio.
Inside, the studio feels more like an ultra-luxe residence than a car showroom. With sleek black kitchen cabinets, plush low sofas, a dining table, and even an outdoor terrace, the Private Office exudes the atmosphere of a billionaire’s retreat. Classic rock and jazz vinyl records sit next to a turntable, offering clients the opportunity to relax in style as they design their dream car. The only overt sign of Rolls-Royce’s presence is a curated selection of samples—fabrics, metals, leathers, and paint swatches—lining the walls, along with the brand’s iconic Spirit of Ecstasy hood ornaments in various finishes.
Creating Masterpieces: From Dog’s Eyes to Rare Woods
The real magic of Rolls-Royce’s Private Office lies in its ability to turn even the wildest client requests into reality. Brownridge describes the endless possibilities available to clients looking to design their personalized Rolls-Royce. Whether it’s a car exterior that matches the color of a beloved pet’s eyes or interior panels featuring mother-of-pearl from a private collection, Rolls-Royce can bring almost any request to life.
“One client wanted a car inspired by flowers,” said Brownridge. “The result was an extended-wheelbase Phantom with a headliner adorned with over 1 million embroidered roses.” Another standout creation was a Koa-themed Phantom for a client who cherished a rare Hawaiian rocking chair made from the highly protected Koa wood. To accommodate the client’s wishes, Rolls-Royce spent three years sourcing the right naturally fallen Koa tree before incorporating the prized wood into the car’s dashboard, center console, and doors. The bespoke project even included a matching picnic hamper and table, which took more than 500 hours to complete.
The New Face of Luxury: Expanding the Bespoke Experience
The New York Private Office is the third of its kind worldwide, following similar exclusive studios in Dubai and Shanghai. A fourth office is set to open in Seoul, South Korea, as Rolls-Royce continues to expand its global presence. The goal, says Brownridge, is to bring the craftsmanship and design expertise of Rolls-Royce’s Goodwood factory closer to clients around the world, especially as requests become more elaborate and personalized.
The Bespoke program allows customers to immerse themselves in the design process by working directly with Rolls-Royce designers and craftspeople. For many clients, the experience goes beyond the vehicle itself. Customers frequently visit the factory in Goodwood, U.K., where they meet the team responsible for creating their unique vehicle. “It’s not just the car—it’s the connection with the people who make it,” Brownridge said. “Our clients feel like they are part of the Rolls-Royce family.”
A Work of Art on Wheels
As Rolls-Royce continues to build on its bespoke success, the company is also expanding its workshops in Goodwood to meet the growing demand for custom cars. However, Brownridge is quick to note that the brand’s mission is not about increasing production volume but rather about delivering higher-value, more personalized masterpieces.
“Our business has become more successful as our commissions have become more sophisticated,” he explained. “When you produce a masterpiece for a client, it becomes much more than just a motorcar. These vehicles are truly works of art.”
Rolls-Royce’s Private Office in New York is the latest testament to the brand’s ability to turn dreams into reality, one custom car at a time. For its elite clientele, owning a Rolls-Royce is about more than transportation—it’s about owning a piece of personalized automotive history.
