On the 28th, Rolls-Royce Motor Cars revealed two versions of the ‘Black Badge Ghost Cheongdam Edition’ to commemorate the 20th anniversary of the Cheongdam showroom, newly renovated in Gangnam, Seoul.
Rolls-Royce Motor Cars established its first showroom in Cheongdam, Seoul in 2004 in partnership with Kolon Motors after signing an official dealership agreement in 2003. Since then, the company has introduced customers in Korea to the value of Rolls-Royce, continuing a steady growth based on uncompromising craftsmanship and exceptional products.
The annual sales volume of Rolls-Royce in Korea, which started in single digits in 2004, has exceeded 100 units for the first time in 2018 and reached a record high of 276 units in 2023. Korea has positioned itself as one of the most dynamic and important markets for Rolls-Royce globally. The bespoke service the brand is focusing on long term is also seeing a steady increase in demand domestically.
The newly unveiled Rolls-Royce Black Badge Ghost Cheongdam Edition is a limited edition model inspired by the dynamism of the initial showroom that has continuously evolved and grown over the past 20 years, and its production was completed in line with the opening of the remodeled Cheongdam showroom.
The Black Badge Ghost Cheongdam Edition expresses dynamism and vivid vitality through intense color contrasts. Each vehicle is designed in an attractive two-tone combination of a vibrant ‘Lime Green’ and a deep, mysterious ‘Galileo Blue’ against a black base, evoking the luxurious atmosphere synonymous with Cheongdam, the epicenter of luxury trends.
The vivid contrasting colors flow into the interior as well. Bespoke interior leather combines black with special colors, while the steering wheel, wool mat, headliner, and pillar trims are all finished in dark black. In stark contrast to the pitch-black interior space, colorful accents can be found reflecting vitality and sophistication in the headrest embroidery, stitching, piping around the seat edges, door pockets, parts of the seat, and lower center fascia.
Additionally, the tread plates inside the car feature the phrase ‘Handbuilt in Goodwood, England for CHEONGDAM’ to emphasize the rarity of this limited collection.
The engine bay is equipped with a 6.75L twin-turbo V12 engine that delivers a powerful driving performance of 600 PS and a maximum torque of 91.8 kg·m. Notably, pressing the ‘Low’ button increases the gear-shifting speed by 50% when the accelerator pedal is pressed over 90%, providing a robust yet comfortable acceleration experience.
Rolls-Royce Motor Cars Seoul Cheongdam showroom’s grand reopening features a new visual identity and expanded customer experience space.
On this day, Rolls-Royce Motor Cars renewed its Seoul Cheongdam showroom with a new visual identity. The newly designed showroom includes a bespoke experience space for customers to draw various inspirations.
The showroom renovation reflects the brand’s direction to evolve from an automotive manufacturer to a global luxury house, providing customers with an immersive space to fully appreciate the infinite creativity that Rolls-Royce offers. Every detail of the design was meticulously executed, considering the living environment at the heart of luxury trends and the discerning tastes of Rolls-Royce customers. The latest VID technology has been implemented throughout the showroom.
The main entrance of the Cheongdam showroom is designed with inspiration from Rolls-Royce’s iconic Pantheon grille, with a statue of the Spirit of Ecstasy adorning the entryway. The interior of the showroom is created in a ‘Galleria’ style inspired by luxury department stores. While maintaining overall cohesion with dark monochrome and polished metal finishes, the displayed models showcase their unique personalities and identities through immersive digital media and lighting effects.
Notably, one of the biggest features of the new showroom is the ‘Atelier’, a special area dedicated to bespoke customizations. In response to the growing demand for bespoke services in the country, this Atelier is adorned with inspiring crafts and exquisite artworks, along with samples of wood veneers, leathers, embroidery, threads, wool, and textiles that make up various elements of vehicle interiors and exteriors, encouraging customers to gain inspiring experiences and realize their own creativity and imagination.
Furthermore, a ‘Speakeasy Bar’ has been installed for customers to relax and enjoy various beverages, enhancing their comfort. Visitors can use this space to unwind or engage in conversation in a comfortable atmosphere.
Additionally, digital pop-ups and window projections have been set up, allowing customers to view content related to the Rolls-Royce brand even after operating hours.
Irene Nikain, Regional Director of Rolls-Royce Motor Cars Asia Pacific, stated, “Rolls-Royce shares the potential for innovation, craftsmanship, and bespoke experiences beyond automobiles across the wider luxury sector,” adding, “Korea is one of the most dynamically growing markets for the Rolls-Royce brand, backed by the incredible achievements demonstrated by Rolls-Royce Motor Cars Seoul over the past 20 years.” She further mentioned, “The reopening of the Cheongdam showroom, which provides exclusive bespoke experiences to customers in Seoul, a city leading global luxury trends, will mark an important milestone in Rolls-Royce’s continuous development.”
Cheongdam showroom’s representative, Jeon Cheol-won, commented, “This renovation has been undertaken based on bold investments to ensure that customers can fully experience the creativity and craftsmanship that Rolls-Royce offers,” adding, “The Rolls-Royce Motor Cars Seoul Cheongdam showroom is a space that showcases the infinite possibilities of Rolls-Royce bespoke, and we will do our utmost to help customers realize their dreams and visions and embody their own tastes and lifestyles in their vehicles.”
Meanwhile, Rolls-Royce Motor Cars opened its second showroom in Busan in September 2016 and currently operates three showrooms including Cheongdam, Pangyo Lounge, and Busan Showroom.
Lee Sang-jin daedusj@autodiary.kr