Rolls-Royce: Spirit Of Arabia

What better way to epitomise the luxury of Rolls-Royce Motor Cars than with a boutique that caters solely to their customisation? The one-of-a-kind experimental showroom is the first of its ilk in the world, and is inspired by a quote from the mind of this luxury motorcar’s brilliant founder, Sir Henry Royce, who said, “Strive for perfection in everything you do. Take the best that exists and make it better. When it does not exist, design it.”

With this mantra consistently in mind, the bespoke atelier was born, fusing cutting-edge design with intriguing textures, themes and colours to provide customers with a wide range of innovative possibilities that only a true made-to-measure service could bring. The Dubai-based boutique consists of a variety of interesting sections, such as the Inspiration Studio, Pinnacle Café, and a special area solely assigned to newly launched collections. This seems like a natural step for the company, whose attention to detail has made it a necessity for the world’s most discerning clientele. AGMC, the key investor behind the project, hasn’t sought to create an atmosphere pandering to gaudy-flash, but rather an entrancing space highlighted by the most elegant of furnishings. An exemplary example of this is the store’s centrepiece – an exhilarating piece of artwork by Dubai-based Syrian artist, Khaled Al Saaei. 

The work that takes Sir Henry’s philosophy as an integral point of inspiration challenged Khaled with redefining the company’s famed flying lady; the polished statue that stands magnificently on the hood of each car, also known as the Spirit Of Ecstasy. The artist took 19 days to fully realise his vision, and those famous words translated into traditional Arabic calligraphy swathed in a canvas of mesmerising blue. The painting that adorns the walls of the atelier now serves as an inspirational focal point for customers, perfectly merging Middle Eastern craftsmanship with the revered history of the British label. The idea for its commission came from Mamdouh Khairallah, general manager of AGMC, who felt the boutique needed a strong design element to connect the region’s rich culture with that of the brand.