Drive to succeed
The heart and soul of Rolls-Royce Motors Cars is in Goodwood, England, but every now and then, a brand needs to till new pastures. The Rolls-Royce Studio concept began in 2013 as a summer pop-up experience in Cannes, where a select few could view, touch and drive Rolls-Royce masterpieces in an idyllic setting. The next ‘Summer Studio’ was set up in Porto Cervo, Costa Smeralda, Sardinia in Italy, repeating over the next three summers. And beginning November 1, 2016, the Studio is travelling several thousand miles east to South Korea with the opening of the Rolls-Royce Motor Cars Studio in Incheon.
As the second permanent Rolls-Royce Motor Cars Studio in the world after the Atelier in Goodwood, the Studio in Incheon is affirmation of the growing importance of Asia in the Rolls-Royce portfolio. Designed to be less of a dealership and more of a private club for Rolls-Royce aficionados, the Studio is meant to express the superior DNA of the marque. Divided in two halves, the ‘Car Gallery’ showcases the latest Rolls-Royce models on a rotating basis, while the ‘Atelier’ is essentially a by-appointment-only outpost of Goodwood, where the limitless possibilities of commissioning a bespoke Rolls-Royce can be explored.
But why Incheon, and not the heart of Seoul? Because the 200 sq metre Studio is attached to a 2.6km closed circuit, in close proximity to Incheon International Airport, the gateway to Seoul. As the only Rolls-Royce facility in the world with such a facility, it offers clients the visceral thrills of driving a Rolls-Royce, even spilling over to the surrounding public roads under the keen eyes and curating of instructors who graduated from the Rolls-Royce driving academy in Goodwood.
Expect the Incheon Studio to become the hub for Rolls-Royce top-of-the-line experiences in Asia then. Just as the Summer Studio 2014 previewed the Phantom Drophead Coupé Waterspeed Collection and the Porto Cervo 2016 Summer Studio showcased the ‘Dusk til Dawn’ bespoke editions, the latest and greatest in Rolls-Royce achievements will be on show in Incheon. Where they can be viewed, admired and, best of all, driven.
