Retail in Asia


Rolls-Royce to open first Asian studio in South Korea


Torsten Müller-Ötvös, chief executive officer of Rolls-Royce Motor Cars, announced last week that a new Rolls-Royce Motor Cars Studio will be open in South Korea, only the second permanent Studio for the marque worldwide after the ‘Atelier’ at the Home of the British brand in Goodwood, England.

The new studio will open its doors on 1 November and will be the first of its kind in Asia, and the only such facility in the world to offer closed-course test drives.

As a unique brand experience centre, it will offer guests an insight into the world of the iconic marque in a relaxed atmosphere in the most effortless of manners.

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Located close to Incheon International Airport, the 200 square metre space is divided into two intimate sections.

Visitors are first greeted by the ‘Car Gallery’, showcasing the latest Rolls-Royce models on a rotating basis. In the adjoining ‘Atelier’ lounge, visitors can explore the world of bespoke features on an appointment basis.

The ‘Atelier’ cossets guests in luxury surroundings reminiscent of Goodwood, bringing a flavor of the Home of Rolls-Royce to South Korea.

Displays allow visitors to appreciate first-hand the depth of luxurious detailing that goes into crafting a double-R. Guests will also have the opportunity to drive a variety of the British models on the facility’s 2.6 km closed circuit and surrounding roads.

Speaking at a press conference to inaugurate the Studio, Torsten Müller-Ötvös said, “South Korea is an increasingly popular destination for wealthy clientele in Asia, with Seoul flourishing as a luxury retail destination.

(Source: BMW Blog)