Inside Rolls-Royce, the first ever public exhibition in the marque’s history, has opened its doors in London as the curtain-raiser for a global tour. The event saw the official launch of an interactive art display that will next year expand to a tour of the world’s major cities. Guests at the launch party included Sienna Miller, Ronan Keating and fashion designer Patrick Grant.

Staged at Saatchi Gallery in Duke of York Square, off the Kings Road in London’s Chelsea, it will run until Sunday (16 November 2014). The public are invited to attend free of charge from 10am to 6pm each day.

An App, designed to augment the visitor experience is also available to download now for free from the iTunes and Google Play Stores. It can be found by searching for Inside Rolls-Royce, London.

For visitors attending over the weekend, a series of children’s workshops for budding young designers has also been confirmed. The Rolls-Royce Bespoke Design Team will be on hand to lead interactive sessions, taking place on Saturday 15 November and Sunday 16 November from 11am to 12.30pm and 3pm to 4.30pm. No advanced booking is required.

Discussing the exhibition, Torsten Müller-Ötvös, Chief Executive of Goodwood-based Rolls-Royce Motor Cars, said, “For a long time we have been inspired by the notion that Rolls-Royce captivates an audience far beyond those that choose to commission one of our motor cars. By opening the doors to a wider audience than ever before, we are inviting visitors to explore the passion, creativity and attention to detail that come together to make the Best Cars in the World.”

Inside Rolls-Royce treats guests to 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 best super-luxury motor car.

Combining the latest technologies and design, Inside Rolls-Royce delivers an engaging, interactive experience. Exhibits will be brought to life on visitors’ smartphones and tablets using the latest iBeacon technology. Loan devices will also be available so that nobody misses out. Guests will also enjoy a taste of the enormous scope for personalisation afforded to every Rolls-Royce customer through the marque’s pinnacle Bespoke programme.

Each of the nine rooms at Saatchi Gallery focus on one key aspect in the creation of a Rolls-Royce motor car. 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 on to 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. In the second room, visitors will see a breathtaking flying sculpture, pictured below, evoking a hallmark Rolls-Royce feature: the in-door umbrella. Eight individually Bespoke umbrellas ‘fly’ the length of the room, furling themselves by 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, released earlier this year. Guests will receive the unique opportunity to configure their dream Wraith, then race against friends or compete for the best lap time. A selection of the highly advanced technology stories behind the Rolls-Royce driving experience are also revealed on touch screens. Of course, no experience of Rolls-Royce would be the same without the personal touch of the people who bring each Rolls-Royce into existence. Expert craftspeople from the Home of Rolls-Royce in Goodwood will demonstrate and explain their very 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.

Descending from this ethereal moment, the next experience celebrates the sheer beauty of the natural wood from all over the world that adorns the interior of a Rolls-Royce. Visitors are encouraged to feel the extraordinary walnut burls, each weighing more than 100 kg, which dominate the next room of the Gallery. These illustrate the highly skilled craftsmanship and various stages of a process that demonstrates 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 will deliver a new perspective on the other key ingredient of a Rolls-Royce interior: leather of unequalled quality. This life-size leather-clad speed-form demonstrates some of 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.

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