Rolls-Royce Motor Cars and AGMC have officially opened a new luxury showroom at City Walk, expanding the brand’s footprint in Dubai and reinforcing the UAE’s status as a global capital for ultra-luxury automotive experiences. This move turns the old Rolls-Royce Boutique in City Walk into a proper showroom. With this opening, Dubai becomes the first city in the region to host two Rolls-Royce Motor Cars showrooms.
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Rolls-Royce and AGMC have officially opened a new luxury showroom at City Walk, Dubai, significantly expanding the brand’s presence and making Dubai the first city in the region to host two Rolls-Royce showrooms. This strategic location, designed with the brand’s latest visual identity, targets a younger, globally-minded clientele with an intimate and highly curated environment. The showroom places a strong emphasis on bespoke commissioning and personalization, reinforcing Dubai’s position as a global center for ultra-luxury automotive experiences.
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A Strategic Expansion In A Premium Location
Located at City Walk, one of Dubai’s most prestigious lifestyle and high-end retail destinations, the new showroom places Rolls-Royce among luxury fashion houses, fine dining venues, designer boutiques, and other premium car showrooms. The setting is deliberate. City Walk attracts a younger, self-made, globally minded clientele, aligning closely with Rolls-Royce’s evolving audience.
AGMC, the official Rolls-Royce dealer for Dubai, Sharjah, and the Northern Emirates, already operates a flagship showroom and service centre on Sheikh Zayed Road. That expansive facility, which also houses BMW, BMW Motorrad, and MINI in line with the wider BMW Group network, remains a cornerstone of the marque’s operations in the UAE.
The addition of City Walk complements rather than replaces the Sheikh Zayed Road location, offering a more intimate, highly curated environment centred on commissioning and personalisation.
Bringing Rolls-Royce’s New Visual Identity To Life
The City Walk showroom embodies Rolls-Royce Motor Cars’ latest global visual identity and design language. Clients are welcomed into a light-filled, architecturally open space designed to encourage conversation, creativity, and reflection. The layout includes social zones and private areas, as well as a speakeasy-style bar that fosters relaxed dialogue. Carefully selected materials, tactile finishes, and integrated digital technologies enhance the immersive experience.
James Crichton, Regional Director of Rolls-Royce Motor Cars Middle East & Africa said, “This showroom is a confident embodiment of our new visual identity and our evolution as a true House of Luxury, creating an environment where Bespoke is not simply offered, but thoughtfully experienced.”
The Bespoke Commissioning Atelier: Where Imagination Takes Centre Stage
Located on the upper level of the showroom to ensure enhanced privacy is the Bespoke Commissioning Atelier. This creative sanctuary allows clients to engage deeply with Rolls-Royce’s extensive array of leathers, veneers, embroidery threads, materials, and finishes.
A curated “Cabinet of Curiosities” further inspires dialogue and experimentation, enabling customers to collaborate closely with specialists to craft a motor car that is entirely personal.
Mamdouh Khairallah, Director for Rolls-Royce Motor Cars Dubai, described the City Walk showroom as a natural evolution in serving clients; a destination purpose-built for immersive Bespoke experiences while reinforcing Dubai’s position as a global centre for luxury and craftsmanship.
Strengthening Dubai’s Position As A Global Luxury Hub
The opening ceremony was attended by Rolls-Royce Motor Cars’ CEO Chris Brownridge, marking the significance of the milestone for the brand in the Middle East. By establishing a second showroom in Dubai, Rolls-Royce Motor Cars and AGMC signal confidence in the emirate’s continued growth as a magnet for high-net-worth individuals and luxury consumers.
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Rolls-Royce Motor Cars and AGMC have officially opened a new luxury showroom at City Walk, expanding the brand’s footprint in Dubai and reinforcing the UAE’s status as a global capital for ultra-luxury automotive experiences. This move turns the old Rolls-Royce
