This significant milestone reflects Rolls-Royce’s commitment to bringing its ultra-personalised experience even closer to its discerning clientele in the region.

Perched in one of Seoul’s most prestigious districts, the Private Office is a gateway to a world where imagination meets craftsmanship.

Designed as a space to cater exclusively to those who demand perfection, the Private Office bridges the gap between Seoul and the marque’s home in Goodwood, England, where every Rolls-Royce is born.  

Clients are invited into a serene and meticulously curated space to collaborate with expert designers and craftspeople. Whether it’s selecting bespoke materials, choosing unique finishes, or creating entirely new concepts, the Private Office is a haven for translating abstract visions into reality.  

“Bespoke is the heart of Rolls-Royce,” said Chris Brownridge, CEO of Rolls-Royce Motor Cars. “The Private Office Seoul ensures our patrons in Asia experience the same level of intimacy and exclusivity as those who visit our Home of Rolls-Royce in Goodwood.”

What makes this experience so unique is the seamless connectivity between the Seoul Private Office and the Goodwood facility. The technological integration allows clients to witness their ideas take shape in real-time, from initial sketches to final renderings.  

The essence of the Rolls-Royce bespoke experience lies in its ability to tell a story, whether it’s through embroidery inspired by a family crest, a paint colour matched to a cherished heirloom, or hand-crafted wood veneers that evoke a special memory.  

Seoul is no stranger to luxury, but the arrival of the Private Office solidifies its position as a hub for the world’s elite. It’s no coincidence that this opening follows the success of the brand’s Private Office in Dubai.

Asia has long been a critical market for Rolls-Royce, and this move reinforces its commitment to serving the region’s growing appetite for individuality and sophistication.  

“South Korea has become one of our most important markets,” added Müller-Ötvös. “This new Private Office is both a recognition of and a response to the increasing demand for unique and personalised motor cars.”  

As Rolls-Royce looks ahead, the Private Office concept is expected to expand further, weaving a global network of bespoke ateliers that connect clients with the heart of the brand’s artistry.

With sustainability, innovation, and luxury at its core, the marque continues to redefine what it means to own an automobile.  

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Bentley has pushed hard for a new lifestyle-esque direction for the company, and it’s doing so by launching a new retail concept store. Located in Cheongdam, Seoul, the aptly named Bentley Cube will serve as a destination for current and prospective Bentley customers.

The site will be located within Seoul’s exclusive fashion district and is said to be one of the first new retail and experiential concepts propping up around the world.

Inside, Bentley will house a Batur Studio Suite, where customers will be able to create their very own bespoke Bentley through the Mulliner programme, Bentley’s in-house commissioning division. An Azure lounge will also be created, providing an exclusive space for customers to relax and network. 

In the basement of the new establishment, a Sound Playground, complete with a sound theatre with Naim audio equipment, will be available for customers to experience music at the highest standards. Naim is Bentley’s long-established audio partner, and customers will get to try out the same quality they would receive in their own cars.

Will this lifestyle-oriented angle be the new trend for automotive companies? Guess only time will tell.

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