Rolls-Royce Motor Cars has unveiled its first ever ‘Rolls-Royce Boutique’, a progressive new concept, in Dubai, UAE. The product of a multi-million dollar investment from AGMC (Arabian Gulf Mechanical Centre), the facility spans 7,300 sq.ft and features top-to-bottom pixel-animation screens on the windows, visible to passers-by on the outside.

Torsten Müller-Ötvös, CEO, Rolls-Royce Motor Cars, presided at the official inauguration ceremony, alongside officials from AGMC, the sole and authorised representative for Rolls Royce Motor Cars in Dubai, Sharjah and the Northern Emirates of the UAE.

“Dubai is an important part of our brand’s success story, and it has been among the top five markets in the world for Rolls-Royce for three consecutive years, placing it alongside or above other markets with much bigger populations. Our success in Dubai and the rest of the world is borne of an intimate understanding of the lifestyle requirements of the world’s most discerning patrons of luxury,” said Torsten Müller-Ötvös at the opening ceremony.

The boutique is the second Rolls-Royce showroom facility in Dubai, complementing its existing 10,000 sq.ft flagship showroom on Sheikh Zayed Road which features the world’s most advanced Rolls-Royce aftersales centre.

“AGMC’s investment is testament to their commitment to delivering truly progressive experiences to Dubai’s most eminent men and women. This extraordinary space will become a social hot-spot that perfectly encapsulates the spirit of Rolls-Royce’s Centre of Excellence in Goodwood, England,” added Ötvös.

The boutique features four distinct areas – Inspiration Studio, Bespoke Atelier, Pinnacle Café and Affinity Area.

Stathis I. Stathis, MD of AGMC, said, “It’s no secret that Dubai is a city of accomplishments and record-breaking initiatives. From the marvel that is the Burj Khalifa through to winning the bid for Expo 2020, Dubai has proven time and time again it is a place where the impossible becomes possible. We are proud to now add the first ever Rolls-Royce Boutique to those achievements.”