Rolls-Royce Motor Cars Doha has launched its new flagship premises in the Qatari capital.

It is the first showroom in the company’s Middle East & Africa region to be remodelled in the new Rolls-Royce visual identity, which was officially launched in London and Shanghai in 2021.

The new identity is a key element in the marque’s transformation from an automotive manufacturer to a true house of luxury.

Designed to resonate with a clientele that is younger, self-made and highly individual, it creates a wholly immersive client experience, presenting Rolls-Royce’s products in the relaxed, welcoming atmosphere of a luxury boutique.

The unique experience begins from the moment of arrival, with an entrance inspired by the iconic Pantheon Grille adorned with the Spirit of Ecstasy mascot. The galleria-style interior includes the Bespoke Commissioning Atelier, where clients can examine, discuss and select surface finishes, wood veneers, leathers, embroidery threads and fabrics for their bespoke commissions.

The lounge area features a ‘Cabinet of Curiosities’ filled with intriguing objects and pieces to spark ideas and conversations as part of the commissioning process. The ‘Hospitality Lounge’ to the rear provides a relaxed, comfortable and secluded space where clients can mix and socialise.

“The new Rolls-Royce Motor Cars Doha showroom represents a major milestone for the evolution of our brand from an automotive manufacturer to a true House of Luxury. Our new showroom visual identity, which we launched last year, offers our clients a fully immersive experience that takes them to the very heart of our brand and everything it represents,” says Torsten Müller-Ötvös, Chief Executive Officer, Rolls-Royce Motor Cars.

“"It has always been our ambition at Alfardan Group to provide luxury experiences for our clientele and this ambition has no limit. We are proud that Rolls-Royce Motor Cars has chosen the city of Doha to be the first in presenting the marque’s new look and visual identity in the Middle East & Africa region, and the third in the world after London and Shanghai," says Omar Alfardan, President and CEO, Alfardan Group.