ROLLS-ROYCE exhibition comes to CHINA

Last Update: November 4th, 2017

Inside Rolls-Royce, the first ever public exhibition about the world’s leading super-luxury brand opened its doors in China this morning at the Shanghai 21st Century Minsheng Museum, 929 Expo Avenue, Pudong, Shanghai. The exhibition will run from today until Wednesday 22 April 2015. Entrance is free, with doors open each day from 10:00am to 6:00pm.

Shanghai is the latest stop on the Inside Rolls-Royce world tour, following recent visits to London, Berlin and Dubai. The interactive exhibition guides guests through a multi-sensory journey of the design, engineering and craftsmanship required to create the world’s most coveted super-luxury cars.


The experience can be brought to life on visitors’ smartphones and tablets using the Inside Rolls-Royce App­ – designed to augment the visitor experience, available to download from Apple iTunes and Google Play App stores. It can be found by searching for Inside Rolls-Royce, Shanghai. The App uses cutting-edge iBeacon technology to break new ground in delivering an experience true to the finest principles of the Rolls-Royce marque; innovative, enjoyable and effortless. It guides guests around the exhibition, unlocks interactive content for each of the multi-sensory installations, and provides insight into Rolls-Royce’s endless quest for perfection.

“Rolls-Royce opens the doors to a wider audience than ever before through the Inside Rolls-Royce exhibition. We are inviting Chinese visitors to explore the passion, creativity and attention to detail that come together to make the best cars in the world. Every car we create is a work of art, a unique feat of engineering, a genuine masterpiece. Each with its own story to tell, a story inspired by an individual and narrated by our master crafts people in Goodwood, England and we want to share these works of art with our fans in China,” said Torsten Müller-Ötvös, Chief Executive, Rolls-Royce Motor Cars.

Last year Rolls-Royce again cemented its position as the world’s leading super-luxury car, for the fifth consecutive record year, breaking through the 4,000 car sales barrier for the first time in the brand’s 111-year history, with customer participation in the brand’s Bespoke Personalisation Programme reaching its highest levels ever.

Earlier this year the brand opened the first Rolls-Royce Studio outside Europe in Sanya. Building on that success, several customised Rolls-Royce experiences will be unveiled in China, including a unique luxury retailing concept and an expanded dealership network.

The Exhibition

Inside Rolls-Royce treats guests to a multi-sensory journey through Rolls-Royce’s world-renowned engineering, design and craftsmanship. Each of the nine rooms at the Shanghai 21st Century Minsheng Museum focuses on a key aspect in the creation of a Rolls-Royce. The first room brings Rolls-Royce’s palette of 44,000 paint colours to life through an innovative digital display. Visitors can select an item of their choice, place it onto the colour activation table and marvel as the room changes hue to match. They can then step into one of two paint pods each telling the story of the way Rolls-Royce creates paint.

Moving into the second room, visitors will see a breathtaking flying sculpture evoking a hallmark Rolls-Royce feature: the in-door umbrella. Eight individual umbrellas fly the length of the room, unfurling themselves in stages until the last one slots neatly into the door of a Rolls-Royce Ghost.

The next room is inspired by Rolls-Royce Wraith’s starring role in Forza Motorsport 5. Guests can configure their dream Wraith, then race against friends or compete for the best lap time. Highly advanced technology stories behind the Rolls-Royce driving experience are also revealed.

Of course, no experience of Rolls-Royce would be complete without the personal touch of the people who bring each Rolls-Royce into existence. Expert craftspeople from the Home of Rolls-Royce in Goodwood, England will demonstrate and explain their particular and highly sought-after skills over the course of the exhibition.

The iconic Spirit of Ecstasy is next to take centre stage – and in a very personal manner. Every visitor will enjoy the opportunity to ‘Be The Spirit’ and briefly transform themselves into the iconic statuette that adorns every Rolls-Royce motor car.

A video wall captures and emulates the movements of each guest through a beautiful and luxurious light particle animation.

The next experience celebrates the sheer beauty of the natural wood that adorns the interior of a Rolls-Royce. Visitors are encouraged to feel the extraordinary walnut burls, each weighing more than 100kg, which will dominate the next room of the Gallery. The highly skilled craftsmanship and various process stages help to illustrate the most exceptional use of natural wood in the world. Visitors also have the chance to engage with an intriguing multi-sensory screen that allows them to create their own unique patterns and comprehend the wonder of ‘book-matching’.

In the final room, a hidebound sculpture delivers a new perspective on the other key element of a Rolls-Royce interior: leather of peerless quality. This life-size leather-clad speed-form demonstrates the skills involved in creating a beautiful interior as well as challenging the visitor to find the sweet spot from where the sculpture reveals its true form as a Rolls-Royce Wraith.

The pièce de la résistance, of course, comes in the shape of the end result, where visitors will get the chance to get up close and personal with the world’s finest motor car: Rolls-Royce.

The Inside Rolls-Royce Exhibition will also be touring to Beijing, Shenzhen and Chengdu where fans can experience the brand’s heritage in an innovative new way.

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Norberto Moreau is co-founder of the Allied Management Ltd Consulting Group (Hong Kong, United Kingdom, Spain). The group and his associates have activities in Yachting, Properties, Events and Online Services.
Activity with own Projects (70%) / Consulting (30%). Norberto Moreau is available for Consulting worldwide at Fairs, Regattas etc.

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