In autumn this year, Rolls-Royce Motor Cars will make an historic announcement in launching new Ghost. This product follows the first Goodwood Ghost, which became the most successful motor car in the marque’s 116-year history.
· First of four animated films offering insight into the substance underpinning new Ghost goes live
· Post Opulence identified as emerging design movement defined by reduction and substance
· Podcast series exploring design and engineering philosophy of new Ghost available now
More than six years ago, a team of luxury intelligence specialists, designers, engineers and craftspeople assembled to begin development of the new Rolls-Royce Ghost. Like the first Goodwood Ghost, launched in 2009, this collective would work obsessively to ensure that New Ghost would hold its own place in the Rolls-Royce portfolio and represent a unique set of client values.
Since the introduction of Ghost, which became the most successful Rolls-Royce in history, the marque’s unique proximity its clients afforded the team access to a large body of information. It revealed the divergent interests, opinions and changing taste patterns within Ghost clients’ appreciation of luxury. This primary research allowed them to create a product myopically focussed on the requirements of these remarkable men and women. These insights were what informed the designers, engineers and craftspeople at Rolls-Royce as they moved into the development phase of the highly progressive new Ghost.
As with all primary research conducted by the marque’s specialists, these experts were also asked to present their findings. In this short film, Rolls-Royce shares some of these insights to demonstrate the underlying substance of the highly progressive new Ghost ahead of its official unveiling in autumn this year.
The series begins with Rolls-Royce Designer Henry Cloke, who identified an emerging aesthetic defined by purity and minimalism, internally codenamed Post Opulence. Cloke says, “We found that Ghost clients sought objects that are effortlessly, almost instinctively exceptional. They rejected busy details and flash gimmicks, instead seeking extremely high quality, thoughtfully designed pieces that stand up to the most intense scrutiny. This philosophy defined new Ghost’s minimalist design treatment.”
The marque elected to use the increasingly popular medium of animated illustrations to convey these insights. Renowned illustrator, Charlie Davis, was chosen to cohesively and beautifully represent these findings in a fashion that befits the highly progressive new Ghost.
In addition to these insights presented in animation form, a series of five podcasts have been launched that reveal the marque’s findings, as well as insights into the underlying material and engineering substance of new Ghost in long form. Hosted by Johanna Agerman Ross, Curator of Twentieth Century and Contemporary Furniture and Product Design at the Victoria & Albert Museum in London, the podcasts are available on Apple, Google, Spotify and Deezer.
POST OPULENCE: ROLL-ROYCE REVEALS THE SUPER-LUXURY CONSUMER INSIGHTS THAT FORMED NEW GHOST HERE.