HomeCars & BoatsRolls-Royce Motor Cars chooses Dubai as the home of the world-first private office
By Alp Sarper
July 8, 2022 6:30 pm

Rolls-Royce Motor Cars chooses Dubai as the home of the world-first private office

Bespoke venue to serve as the embassy of Goodwood for its discerning clients
Michelle Lusby and Chris Hardy at The Rolls-Royce Private Office in Dubai
Rolls-Royce Private Office in Dubai with Michelle Lusby and Chris Hardy

Located at The Offices 4, One Central, the Private Office is open for business. Private sessions can be booked via the local dealer. The Private Office Dubai will be the first of several planned across the globe and will serve  as an extension to the home of Rolls-Royce at Goodwood.

With the house of luxury’s customer-centric approach at heart, the Private Office will offer exclusive product previews and detailed commission consultations. Aided by physical samples and a pre-briefing, the Private Office will create initial options using visual tools designed to spark conversation. The luxurious physical space within the facility borrows design elements, including colors and materials, from its Goodwood counterpart to help support clients’ creative focus.

The Private Office will also be the home to the first Bespoke Designer and Bespoke Client Experience Manager. Michelle Lusby will take on the role of Bespoke Designer. No stranger to the region, among many projects, Lusby has worked on the highly bespoke, one-of-one Phantom Serenity. Chris Hardy moves from Goodwood to take up the position of Bespoke Client Experience Manager. Having been with Rolls-Royce for over five years. Hardy will provide an end-to-end service like no other to the prized clientele.

Torsten Müller-Ötvös, Chief Executive Officer, Rolls-Royce Motor Cars, had this to say about the momentous opening.

“Inauguration of a permanent Private Office located outside Goodwood in Dubai, United Arab Emirates, signals huge progress for Rolls-Royce. For many years we have been inviting our VIP clients to The Home of Rolls-Royce in Goodwood – and now, following significant demand, we are bringing Goodwood to the world. Not only will we be permanently locating a member of the Rolls-Royce Bespoke Design team and Bespoke Client Experience Manager in this new outpost, but we will also be leveraging the very latest technology to allow our Middle East-based clients to explore our Home in West Sussex remotely and see their own Bespoke Rolls-Royce come to life.

“This is yet another step in the evolution of the marque, rooting itself as a true House of Luxury with effortlessly elevated design services that are on a par with our products. The Private Office will complement and support our regional Dealer Partners by enhancing our clients’ experiences of Rolls-Royce.”

Torsten Muller-Otvos
Torsten Muller-Otvos

The intention for creating the Private Office is not to replace the opportunity for clients to visit the home of Rolls-Royce at Goodwood in West Sussex, but rather to offer an outpost in exquisite surroundings manned by highly skilled and experienced experts.

The Private office will focus on three key programs for the discerning clientele


First of the three will be the revitalized Rolls-Royce Coachbuild program, which allows select clientele to curate a Rolls-Royce with the utmost personalization. The recent Rolls-Royce Boat Tail, The Next Chapter which was revealed at the prestigious Concorso d’Eleganza on the shores of lake Como, is the most current example. The second is the High Bespoke Commissioning, and the third will be the access to the Private Office Collection of one-of-one masterpiece motor cars. All are designed to further enhance the already exclusive Rolls-Royce experience.

The Rolls-Royce Private Office will be yet another addition to the ultra-exclusive house of luxury.