
Take it Personal
The Rolls-Royce Private Offices are where the marque’s HNWIs commission bespoke limousines of their fancy. We visit the latest opening in Seoul.
FOR THE WORLD’S mocha-mousse-clothed one-percenters, possession alone is not merely sufficient; luxury must now be imbued with meaning. The epitome of acquisition, it appears, lies in the realm of the bespoke.
Opened late last year, the Asia-Pacific outpost of Rolls-Royce Private Offices in Seoul is the company’s fifth such offering after setting up stall in Dubai, Shanghai, New York and its spiritual home Goodwood. Unlike your typical car showroom or even Rolls-Royce’s own ateliers around the world, these spots offer an unparalleled level of customisation above and beyond the seemingly endless array of personalisation options the British marque already avails its discerning customers.
“Our clients aren’t looking for a car; they’re looking for an experience, and something which is particularly emotionally resonant for them,” says Rolls-Royce CEO Chris Brownridge.
Located in the city’s vibrant Jamsil district, the Rolls-Royce Private Office Seoul is situated inside the 123-storey Lotte World Tower, South Korea’s tallest skyscraper. This is where the most prestigious names in luxury, fashion, business and finance come together in a mixed-use premium complex housing a swanky hotel, shopping mall and Grade A office space.
Fittingly, Rolls-Royce has chosen the metropolis’s iconic building as the lodestar to host ultra-high-net-worth clients who wish to commission a vehicle that tells a story—a story of individuality, of love, of family, or simply of taste.
Discretion is the name of the game. We can’t even tell you the floor on which the Office sits.

Discretion is the name of the game. We can’t even tell you the floor on which the Rolls-Royce Private Office sits. Nor would you find it published anywhere online.
The entrance is so nondescript that you half expect to be led through a secret door where Ethan Hunt is waiting for you in a hermetically sealed vault, ready to undertake some impossible mission.
The space is sophisticated yet warm and inviting, infused with motifs from Korea’s rich culture, including elements from traditional hanok house architecture expressed through geometric changho frames and hanji paper tastefully blended into the modern aesthetic.

Here, customers will journey through the creative process, working hand-in-hand with a dedicated designer from Goodwood and selecting from an exquisite palette of colours, textures and materials to swathe their one-off Rolls in. No detail, embroidery design or intricate marquetry work is too complex or untenable.
The only limit, it seems, is a client’s imagination, and it’s certainly hard to comprehend a refusal of requests featuring in the Rolls-Royce playbook—save for those that fall outside safety and legal regulations, of course.
As demand for these ambitious commissions grows, so has the company’s investments in expansion. Specifically, they’ve set aside £300 million (around $630 million) to extend on-site facilities at Goodwood and further build on its bespoke and coachbuild capabilities following a record year in sales for this particular department in 2024.
“Scarcity is our number one rule of thumb so it’s not about creating capacity for more volume,” Brownridge explains. “More of our clients want more personalised and meaningful commissions, which take more time to design and produce. So the purpose of the investment is to give us space for these more complicated projects. That’s what we’re gearing up for.”
Start planning those mocha-mousse cabins.
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