Rolls-Royce carries a legacy of old money and chauffeured aristocrats, and in a region where wealth is young, tastes are modern and driving is a passion, that legacy could become a weight. AGMC’s new space at City Walk was the chance to reboot the brand locally, so the word showroom was left behind. In its place came a boutique: a bold destination where the senses are heightened, where guests catch up over a cigar, talk shop, make deals and conjure the car of their dreams. The launch had to establish that voice from the first touch, under one instruction: expect to be surprised.
Nothing was as it seemed. Invitations arrived as illuminated boxes that played a personal message at the press of a button. An RFID valet card quietly profiled future buyers so that monogrammed gloves could follow as an invitation to drive. Hostesses wore 1920s styling with modern sensibilities, an LED photo wall at arrival changed its backdrop so no two photos matched, and the evening challenged perception at every turn: Dynamo bending reality, a string quartet that was a wolf in sheep’s clothing, Bompas & Parr changing the taste of a drink with sound, vertical dancers on the facade, projection mapping on the exterior and a his-and-hers scent formulated entirely on Rolls-Royce. All of it to prove this was not your father’s Rolls-Royce.
ClientRolls-Royce AGMC DubaiAgencyArtaaj (Dubai)RoleCreative Director & CopywriterYear2015
