Rolls-Royce's NYC Private Office Is Made for Building Bespoke Machines

Buying a new Rolls has always been a more elevated experience than walking into an average car dealership. But for the brand's most discerning customers, even a showroom is too ordinary. For those folks, Rolls-Royce just has announced the opening of Private Office New York — the first of its Private Office bespoke build studios in North America, which has been the largest market for Rolls-Royce for the last two decades.

The newest Rolls-Royce Private Office, located in Manhattan's Meatpacking District, is just the fourth of its kind; outside of the carmaker's home in Goodwood, Shanghai and Dubai are the only other cities in the world to offer this unique customer-focused creative outpost. (A fifth is set to open in Seoul later this year, but the NYC branch will remain the only Western Hemisphere example for the foreseeable future.)

“Today’s inauguration of a permanent Private Office in New York marks a key moment for Rolls-Royce Motor Cars in the Americas. Our investment in this office is in response to the steadily increasing engagement we see from our North American clients in this region, constantly challenging our designers to create and develop even more exciting and ambitious commissions,” Chris Brownridge, CEO of Rolls-Royce Motor Cars, said in a statement.

Over the past three years, Rolls-Royce has noticed a drastic increase in the complexity and ambition of bespoke build requests coming from North American clients; the Private Office is designed to cater specifically to that clientele. Buyers can make an appointment to visit the luxurious studio to peruse its large assortment of sample fabrics, paints, leathers and textiles, and take in locally sourced artworks meant to get the creative juices flowing. Once they're ready to begin, clients will meet directly with United States-based Rolls-Royce designers and specialist client experience manager to help bring their dream car to life. When the design is locked, the NYC-based team and the client will work directly with the artisans in Goodwood to turn the concept into a one-of-one Rolls-Royce.

Oh, and if you're wondering how much it costs to take advantage of the Private Office New York experience and build your own one-off Rolls-Royce? Well, if you have to ask...

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