Dubai's Rolls-Royce Studio: Crafting Cars from Personal Stories

Sep 11, 2026

70 min

Sep 11, 2026 11:30

Inside Dubai’s Rolls-Royce studio where buyers turn personal stories into cars

## A Unique Design Experience

In Dubai, Rolls-Royce's 'The Private Office' offers a bespoke design experience where clients can transform personal stories into unique car designs. Michelle Lusby, the Bespoke Lead Designer, draws on her background in luxury leather craftsmanship and art to create these personalized vehicles.

## Influences and Inspirations

Lusby's approach is heavily influenced by her family's history in textile design and her passion for fine print-making. She likens the creative process to building a design layer by layer, similar to printmaking, where the final outcome is often unpredictable.

## The Importance of Personalization

In the Middle East, personalization is a key aspect of luxury car ownership. Clients often incorporate personal heritage and storytelling into their designs, making each Rolls-Royce a reflection of their lifestyle and experiences.

## Crafting Personal Stories

Lusby emphasizes the importance of storytelling in the design process. By understanding a client's lifestyle and memories, she can incorporate subtle design elements that resonate personally with the owner.

## Boundaries and Innovation

While Rolls-Royce allows for extensive personalization, certain elements like the Spirit of Ecstasy and the brand badge remain unchanged. Safety and engineering integrity are also non-negotiable, ensuring each car meets high technical standards.

## Future Trends

The client base for Rolls-Royce is becoming younger, bringing fresh perspectives and influences from digital culture and gaming. This shift is leading to innovative designs that reflect modern tastes and interests.

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