SimplyAbuDhabi V

INDIVIDUALISED LUXURY LAYING THE YOU IN YOURS 113 S IMPLY ABU DHABI For centuries the world’s royalties and plutocrats have been enjoying a different level of luxury. A near unachievable standard tailor made to suit their desires and infatuations. Be it palaces, castles or gardens, carriages stables or chandeliers, each item had a name and it was that of its owners. Royals have never been strangers to personalised luxury. However, for a few years now, the ultra luxury market has seen a growing trend in the demand for personalisation programmes. Many individualisation schemes are being adopted by a great number of luxury manufacturers in order to better suit the specific demands of their wealthy and discerning clients. Helping those with particular taste and demands achieve their desires in the vast seas of mass markets. Trends in the stratosphere of individualisation are sporadic, as the process itself is the trend. Every individual that demands custom work has his own ideas and tastes, some might ask for something as simple and personal as a family crest, others might want the colours and materials to be identical to what they have in their home or office. Individualisation studios in charge of coordinating these individual tastes are becoming more and more adaptive to the most eccentric of requests, resulting in some exquisite pieces of contemporary design. Personalisation programs in the upper realms of the luxury market vary from yachts to private jets, homes and what is parked in the garage. The latter subject has recently found a spike in the diversity of the customisation programs available. One of the pioneers in this department is Rolls-Royce Motor Cars; the luxury automotive manufacturer has been at the forefront of the customisation business for over a century. In the early days, the Rolls-Royce Motor Cars used to be delivered to buyers with custom coach built body work to suit the vehicle’s purpose and its client’s affinities towards luxury and refinement. However, the trend in individualising vehicle body work is a thing of the past that Rolls-Royce Motor Cars persevered with through the Bespoke programme. Bespoke, as its name implies, is a service offered to Rolls- Royce Motor Cars buyers by which they have the choice to custom order their vehicles with an almost limitless array of features and materials; Thus creating a one of a kind vehicle that reflects its owner’s persona and exquisite taste. The Bespoke programme has the highest global uptake from the Middle East, a region where individuality and luxury are mutually inclusive concepts. In 2011 every Rolls-Royce Phantom sold in the region was a Bespoke model, so was more than half of the Ghost model range. In fact, the region has such articulated and outstanding levels of luxury and refinement that it has made a profound impact on how Rolls-Royce’s craftsmen approach design.