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Designweek
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“The perfect wish” – why Rolls-Royce is doubling down on personalised design
- Rolls-Royce emphasizes personalized design at its West Sussex site, offering bespoke one-off motor cars to wealthy customers.
- Customers can personalize details, materials, marquetry, patterns, and even the shape of the car, a process taking up to four years.
- During the pandemic, there was a rise in bespoke commissions, reflecting a trend towards individualized, high-value, and high-margin projects.
- Rolls-Royce allocated £300 million to expand its Bespoke and Coachbuild capabilities to meet the increasing demand for customization.
- The design team at Rolls-Royce collaborates with engineers, craftspeople, and artisans to create unique and emotional experiences for clients.
- Clients can request intricate designs like a night sky constellation on the headliner or have personal elements like roses or loved ones' faces incorporated into the car.
- Rolls-Royce offers an extensive range of color options and can even create new colors based on clients' preferences.
- The personalization trend aligns with consumer desires for self-expression and uniqueness, driving the demand for bespoke luxury products.
- Standing out through artisanal, limited-edition, and personalized items allows consumers to express their identity and differentiate themselves.
- Rolls-Royce's strategic focus on personalization reflects the growing importance of individuality and exclusivity in the luxury market.
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