Curious About Town: ‘Inside’ Rolls-Royce

To the majority of us, the likelihood of spending over £200,000 minimum on a car seems rather small (understatement!) and it wouldn’t be wrong to say that few of us unless die hard petrol heads would bother take the time to learn about cars with such an expense. While the Rolls-Royce cars for years have stood as a signature of luxury automotive and unattainable to the masses, as Brits we remain inherently proud of the brands heritage and in turn the brand has rewarded the public with an exhibition which explores the detail that goes into building one of the most famous Rolls-Royce cars, the Ghost and most unexpectedly of all it’s free.

The ‘Inside Rolls-Royce’ exhibition will be open to the public at the Saatchi Gallery for the rest of the weekend only. After this the exhibition will continue around the world heading to some of the major cities all throughout 2015.

For those who may think you’ve got many things better to do than learn in depth design details of a car you can’t afford, you may be pleasantly surprised that the exhibition is considerably more exciting than your usual museum visit to silent rooms with many a plaque to read. “It offers an unexpected multi-sensory journey through the marque’s world-renowned engineering, design and craftsmanship, providing new levels of insight into the remarkable lengths required to create the world’s pinnacle super-luxury motor car”.

Through each of the nine rooms of the exhibition, visitors will explore the individual design methods used to create the Rolls-Royce Ghost. The first for example, will explore the huge breadth of the colour palette which can be used to customise your Rolls-Royce Ghost, as you select one of 44,000 paint options available on the innovative digital display your surroundings will change hue to match. Further rooms explore the materials used such as the wood and leather from the interior and another will let you take on the ‘Spirit of Ecstasy’ which features as the badge that adorns ever Rolls-Royce.

As advertisers, I believe this exhibition offers an insight into how luxury brands are using other unique methods such as experiential to increase their exposure both to future customers and as brand building. Gone may be the times when luxury automotive brands can be happy with the same old car porn as even luxury consumers may be becoming more fickle in their spending and wiser to the lack of quality brand experience they receive when being exposed to a luxury car brand.

For more information on the exhibition click here.

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