Dubai becomes world’s only city with two Rolls-Royce showrooms after City Walk launch
New visual identity and immersive commissioning spaces unveiled
DUBAI – Dubai has strengthened its position in the global ultra-luxury automotive landscape with the opening of a new Rolls-Royce Motor Cars showroom at City Walk, marking a rare international milestone for the marque.
The launch was attended by senior leadership, including Chief Executive Officer Chris Brownridge, alongside distinguished guests from the region’s luxury and business community. With this addition, Dubai becomes the only city in the world to host two Rolls-Royce Motor Cars showrooms.
The new facility sits within City Walk, one of Dubai’s leading open-air lifestyle and premium retail destinations. It has been developed to deliver a highly personalised and design-led client journey, aligned with the brand’s latest global visual identity and evolving retail philosophy.
Global first
The City Walk opening represents a significant step for Rolls-Royce Motor Cars in the Middle East and Africa region. The company confirmed that Dubai is now the first city in the region, and currently the only one globally, with two official Rolls-Royce Motor Cars showrooms operating simultaneously. The new site complements the existing Sheikh Zayed Road location while introducing a distinct Bespoke-centred environment.
James Crichton, Regional Director of Rolls-Royce Motor Cars Middle East & Africa, said the opening reflects the marque’s long-term commitment to markets that value individuality, craftsmanship, and personal expression at the highest level. He described the showroom as a confident embodiment of the company’s new visual identity and its evolution as a House of Luxury, where Bespoke commissioning is experienced in a dedicated and thoughtful setting.
Mamdouh Khairallah, Director for Rolls-Royce Motor Cars Dubai, said the second showroom marks a natural evolution in how clients are served in the emirate. He noted that Dubai has long been central to the brand’s regional success and that the City Walk location is designed specifically around commissioning and personalisation.
Design concept
The showroom has been created as an immersive, contemporary luxury environment aimed at a younger, self-made, and highly individual clientele. The interior layout uses open architectural framing, natural light, and a flowing spatial sequence to guide visitors through a series of social and private zones. These include lounge-style areas and a speakeasy-inspired bar designed to encourage relaxed conversation and deeper client engagement.
Materials and finishes have been selected for their tactile quality, with layered textures and detailing supporting a gallery-style presentation of motor cars and craftsmanship elements. Integrated digital technologies are used to enhance exploration and interaction, allowing guests to visualise options and specifications as part of the commissioning journey.
The City Walk showroom has been intentionally curated to feel more intimate than traditional automotive retail spaces. The focus is on discovery, dialogue, and creative exchange between clients and marque specialists rather than volume display.
Bespoke Atelier
At the centre of the new showroom is the Bespoke Commissioning Atelier, positioned on the upper level to ensure greater privacy. The atelier functions as a creative sanctuary where clients can explore the full spectrum of Rolls-Royce Bespoke possibilities across materials, finishes, and detailing options.
Clients are able to review and compare leathers, wood veneers, embroidery threads, and other specification elements in a dedicated environment built for extended collaboration. A curated Cabinet of Curiosities presents objects and materials intended to spark ideas and support creative discussions around personal commissions.
The space has been designed to support in-depth consultation sessions, enabling clients to work closely with specialists to shape vehicles that reflect individual tastes and narratives. The layout and scale allow for longer engagements and detailed reviews of design directions.
Rolls-Royce Motor Cars
Rolls-Royce Motor Cars describes itself as a luxury house producing handcrafted Bespoke products for an international clientele. All motor cars are designed, engineered, and built by hand at the Home of Rolls-Royce in Goodwood, West Sussex, which serves as the company’s global headquarters and Centre of Luxury Manufacturing Excellence.
More than 2,500 people work at the Goodwood facility. An independent study by the London School of Economics and Political Science found that since operations began there in 2003, the company has contributed more than £4 billion to the UK economy and adds over £500 million in economic value each year.
Rolls-Royce Motor Cars operates as a wholly owned subsidiary of the BMW Group and is a separate entity from Rolls-Royce plc, the manufacturer of aircraft engines and propulsion systems.