ACROFAN

Rolls-Royce Motor Cars opens ‘Rolls-Royce Seoul Cheongdam Boutique’

Published : Monday, March 11, 2019, 8:33 pm
ACROFAN=Yong-Man Kwon | yongman.kwon@acrofan.com | SNS
Rolls-Royce Motor Cars expanded its existing Cheongdam Exhibition Center in Gangnam-gu, Seoul, and opened ‘Rolls-Royce Motor Cars Seoul Cheongdam Boutique’ on February 20th. Reflecting boutique concept of Rolls-Royce, the ‘Global first’ Cheongdam boutique is a customer-centered multi-cultural exhibition where customers can experience and enjoy the brand value of Rolls-Royce.

The Cheongdam boutique is an outcome that reflects the customer-oriented management philosophy of Rolls-Royce, and Rolls-Royce has been constantly analyzing and trying to broaden the boundaries of customers’ possibilities. As a result, Rolls-Royce determined that it needed an emotional environment that would allow customers to immerse themselves in the entire purchasing process and enjoy the fun at the same time. Therefore, through the Cheongdam boutique, Rolls-Royce is expected to take a step closer to becoming a global luxury house beyond the automobile maker.

Rolls-Royce's Cheongdam boutique enhanced accessibility and convenience by moving to Cheongdam Dosandaero, where flagship stores of famous fashion brands are concentrated. The most prestigious experts in each area, including luxurious architects, materials specialists and interior designers, participated in completing the best boutique to create a distinctive space that suits the luxurious lifestyle of the top customers. In addition, as well as automobiles, a variety of handicrafts and artifacts will be on display to help customers experience the infinite creative expression that Rolls-Royce offers.

▲ ‘Rolls-Royce Cheongdam Boutique’, which was introduced as the first boutique after moving to Dosandaero

▲ Torsten Müller-Ötvos, CEO of Rolls-Royce

“This boutique opening is important not only in Korea but also in Rolls-Royce as a whole, and it also has meanings of Korean market’s importance and that Seoul will lead the global luxury sector. In addition, Korea has achieved a dynamic growth in the luxury car market. About two years ago, the first Rolls-Royce Motor Cars Studio in Asia opened in Korea, and many people could access Rolls-Royce since then. As a result, we had renewed the annual sales record for two years,” said Torsten Müller-Ötvos, CEO of Rolls-Royce.

According to CEO Torsten Müller-Ötvos, for Rolls-Royce last year, the Korean market was one of the fastest growing in the world with annual sales first recorded the three digits. And he introduced that the silver ghost collection, a limited edition of only 35 Rolls-Royce Ghost, shows the pride of Rolls-Royce working for special customers. Moreover, last year was the year when the 8th generation 'Phantom', a flagship model, could be sold throughout the year, and when ‘Cullinan’, the world's first super-luxury all-terrain SUV, was introduced and received the world’s enthusiastic response. Meanwhile, Rolls-Royce is the first luxury automobile manufacturer in Korea to adopt the revised Automobile Management Act, also known as the Korean version of Lemon laws.

Rolls-Royce is doing its utmost to make not only the products but also the entire journey that a customer orders and owns best. The Cheongdam boutique is a stepping stone for Rolls-Royce to move beyond automobile manufacturers to becoming a global luxury house. Furthermore, the Cheongdam Boutique is the world's first Rolls-Royce boutique, and the world's existing Rolls-Royce showrooms will be transformed into an attractive, experimental concept that reflects the world of Rolls-Royce as a global luxury house.

As Rolls-Royce believed that an emotional environment that would allow customers to immerse themselves in the entire purchasing process and enjoy the fun at the same time is needed, it moved to Cheongdam Dosandaero, where flagship stores of famous fashion brands are concentrated, and successfully enhanced accessibility and convenience. At the same time, the most prestigious experts in each area, including luxurious architects, materials specialists and interior designers, participated in completing the best boutique to create a distinctive space that suits the luxury lifestyle of the top customers. In addition, as well as automobiles, a variety of handicrafts and artifacts will be on display to help customers experience the infinite creative expression that Rolls-Royce offers.

▲ You can see the silver ghost collection, a limited edition of only 35 Rolls-Royce Ghost cars, in Cheongdam Boutique.

▲ As soon as you enter the entrance, you can see Rolls-Royce's flagship 'Phantom'

▲ The Cheongdam boutique is organized as a space where you can not only see automobiles but also enjoy a wide variety of 'luxury'.

▲ The Korean team got a plaque of appreciation for their performance.


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