Rolls-Royce Unveils Exclusive NYC Showroom for Ultra-Wealthy Clients

Rolls-Royce has launched its first U.S. “Private Office” in New York City’s Meatpacking District, offering a VIP design studio experience for its most affluent clients. This highly exclusive showroom marks a significant step in the luxury carmaker’s strategy to enhance profits by focusing on high-end, personalized vehicles rather than increasing production.

Last year, Rolls-Royce manufactured just 6,032 cars—less than half of Ferrari’s output—but its custom designs continue to drive profit growth for parent company BMW. The Private Office takes car personalization to an elite level, where select clients can work closely with designers to customize every aspect of their vehicle, from paint colors to fabrics, woods, and even intricate lighting schemes. Rolls-Royce CEO Chris Brownridge emphasized that customer requests can be as unique as matching the car’s exterior to the color of a pet’s eyes or incorporating mother-of-pearl from a private collection.

This bespoke design service, known as the “Bespoke” program, allows clients to add hundreds of thousands of dollars to the base price of a Rolls-Royce. For instance, a Phantom priced at just under $500,000 could exceed $1 million after personalization.

Unlike traditional dealerships, the Private Office is a discreet and luxurious space, designed more like a billionaire’s Manhattan loft than a car showroom. The entrance is unmarked, with clients entering through a secure elevator. Inside, the studio features a sleek black kitchen, an outdoor terrace, and a collection of classic vinyl records, creating an intimate environment for clients to explore materials such as paint samples, leather, and metals.

This Manhattan showroom brings the expertise of Rolls-Royce’s Goodwood factory directly to clients, accommodating the increasingly intricate requests of the brand’s top-tier clientele.