At the by-appointment-only Rolls-Royce Private Office Seoul, the sky truly is the limit — from coachwork to interiors, nothing is too complex or unattainable

In the highest echelons of luxury, possession alone is not sufficient. Consider it an affliction of the affluent, who wield the power to purchase just about anything at whim. Therefore, the epitome of acquisition lies in the bespoke reserve.

Now they say every Rolls-Royce is a unique work of art, with the seemingly endless array of personalisation options the British marque avails its discerning clientele. But for those seeking to garnish their life’s success with the ultimate expression of automotive art, one imbued with emotional resonance, there are the Rolls-Royce Privates Offices.

The latest such Private Office opened its doors last November in Seoul, the fourth after Dubai, Shanghai and New York since 2022. Reflecting a global trend in which the luxury experience is increasingly defined by personal meaning, its opening follows “significant demand for ambitious and exceptional bespoke commissions,” Rolls-Royce CEO Chris Brownridge notes.

Located within the Lotte World Tower in Seoul’s vibrant Jamsil district, the by-appointment-only studio will serve clients in the Asia Pacific region as they journey through the creative process of working hand-in-hand with a dedicated bespoke designer from Rolls-Royce’s home of Goodwood to bring their personally-meaningful commissions to life.

Where dreams and desires come to life 

Sophisticated, serene, warm, and inviting, the intimate space is infused with motifs from Korea’s rich culture, including elements from traditional “hanok” house architecture as depicted by geometric changho frames and hanji paper tastefully blended into the modern aesthetic.

For high-net-worth clients entering the creative realm for the first time, it resembles entering an exquisite wonderland filled with colours, textures, and materials. Here, they can choose from an endless palette to cover the coachwork and leather or fabric interiors, including detailed embroidery designs and intricate marquetry work, all aimed at crafting their unique, deeply personal Rolls-Royce.

From a design perspective, you get the sense that nothing is untenable or too complex for the talents of Rolls-Royce’s master artisans. The only limit, it appears, is a client’s imagination, and it would be hard to imagine Rolls-Royce saying no to the one-percenters of the world — save for requests that test the limits of safety and homologation requirements, of course.

The pinnacle of possibility 

The first Rolls-Royce Private Office opened in Dubai in 2022, as the Middle East region has long been the source of many of the most technically complex and creatively ambitious bespoke commissions ever undertaken by Rolls-Royce, explains Brownridge. 

“The Pearl Cullinan” represents the pinnacle of what’s possible through the Private Offices. In early 2022, the Dubai office commissioned its first bespoke project, a gift from son to father to mark the patriarch of one of the region’s most influential families’ 90th birthday.

More than that, the commission beautifully embodied the great story and heritage of the family’s prominence in the pearl industry, exquisitely illustrated throughout the car with mother-of-pearl. 

The burr walnut fascia, for instance, features an elegant mother-of-pearl inlay inspired by traditional Middle Eastern art, with the Arabic word for “father” in stainless steel in the centre. Meanwhile, the Picnic Tables in the rear are transformed into stunning works of art as 1,351 individually selected pieces of mother-of-pearl are hand-placed to form an intricate and elaborate circular pattern inspired by traditional Arabic design.

And in a first for the 118-year-old company, the bespoke dashboard clock is enclosed by mother-of-pearl, which also adorns the centre rotary dial, giving it a tactile, jewel-like quality. 

As for the crowning glory, a Bespoke Pearl Rose finish for the exterior paintwork, developed exclusively and reserved for this one-off piece, a delicate, pinkish pearlescent hue inspired by the colour of the owner’s most prized pearl in his world-class collection that required 30 iterations to perfect.

In creating this magnum opus, the extensive use of mother-of-pearl proved a tremendous creative and technical challenge for Rolls-Royce. But when money is no object, the world truly is your oyster. 

The Rolls-Royce Private Offices is a fitting example of how the luxury experience is evolving to prioritise individuality and personal storytelling. Whether crafting a tribute to family heritage or creating an entirely new expression of success, the Private Offices offer clients an unmatched level of personalisation. 

It reminds us that, in today’s world of luxury, true value often lies in the deeply personal connections we forge with the things we create and the experiences that make them uniquely ours.