Rolls-Royce, the iconic British automaker, has taken the concept of luxury customization to new heights with the opening of its first U.S. “Private Office.” Located in the heart of Manhattan’s trendy Meatpacking District, this exclusive VIP design studio offers ultra-wealthy clients the opportunity to design bespoke, highly personalized vehicles, far beyond the standard luxury offerings.

The move is a key component of Rolls-Royce’s strategy to grow profits through higher-priced, customized vehicles rather than boosting production volume. In 2023, Rolls-Royce produced just over 6,000 cars, a fraction of Ferrari’s output, yet continues to report strong profits for its parent company, BMW. The focus is clear: quality over quantity, with an emphasis on making each vehicle a unique, personal masterpiece.

A New Level of Personalization

While Rolls-Royce has long been known for its customization options, the Private Office elevates the experience. Instead of simply selecting features from a dealer, elite customers can now collaborate directly with a Rolls-Royce designer in the Private Office to craft a one-of-a-kind vehicle. From custom paint colors to intricate interior materials, the possibilities are endless.

“They may want the exterior of their Rolls-Royce to match the color of their dog’s eyes or have interior panels adorned with mother-of-pearl from their private collection,” said Rolls-Royce CEO Chris Brownridge. “The Private Office allows us to bring these extraordinary requests to life.”

The automaker’s top-tier personalization service, known as the Bespoke program, can add hundreds of thousands of dollars to the price tag. For example, a standard Rolls-Royce Phantom starts at just under $500,000, but after incorporating these custom features, the final cost can easily exceed $1 million.

The Private Office Experience

The Private Office is reserved for the most intricate and expensive Bespoke projects. Unlike a traditional dealership, there are no cars on display. Instead, clients gain access to this secretive space by pressing a black security screen outside an unmarked building, followed by a secure elevator ride to a sleek, luxurious setting that feels more like a billionaire’s private loft than a car showroom.

With a minimalist black kitchen, plush sofas, and a terrace overlooking the city, the space offers a serene environment for discussing custom details. The only clues that this is a Rolls-Royce facility are the samples of materials—paint colors, leathers, metals—and the famous Spirit of Ecstasy hood ornaments on display.

The Manhattan Private Office is the third of its kind globally, following locations in Dubai and Shanghai, with a fourth office slated to open in Seoul. According to Brownridge, these offices bring the expertise and craftsmanship of the company’s Goodwood, U.K., factory directly to clients, as demand for more complex and unique designs continues to grow.

Extraordinary Requests and Projects

The projects that come through the Bespoke program often push the boundaries of what’s possible in car design. One client, inspired by flowers, commissioned a Phantom with over 1 million embroidered roses in the headliner. Another, with a deep connection to Hawaii, requested a Phantom made from rare Koa wood. As Koa trees are protected in Hawaii, Rolls-Royce spent three years sourcing a naturally fallen tree to use in the design, creating a vehicle that was both luxurious and environmentally respectful.

These projects, like the Koa Phantom, often take hundreds of hours to complete, with clients deeply involved in the process. “A lot of these clients would never, ever sell their cars,” Brownridge said. “It’s so personal and means so much to them.”

Expanding Bespoke and Rolls-Royce’s Future

With the rising demand for personalized vehicles, Rolls-Royce is expanding its Bespoke workshops in Goodwood. The aim isn’t to increase production but to create even more exclusive, higher-value cars.

“As our commissions have become more sophisticated, our business has become more successful,” Brownridge said. “It’s about creating masterpieces for our clients—works of art that happen to have four wheels.”

The relationship between Rolls-Royce and its clients goes far beyond the transaction. Customers are invited to Goodwood to meet the craftsmen and women working on their vehicles, deepening the personal connection. “Our clients feel like part of the Rolls-Royce family,” Brownridge explained. “It’s not just about owning a car; it’s about the connection to the entire team creating these magnificent machines.”

As Rolls-Royce continues to prioritize personalization, the Private Office represents a new era of luxury—a space where the ultra-wealthy can turn their most imaginative dreams into reality, ensuring that each Rolls-Royce is as unique as its owner.