The Client: Rolls-Royce Motor Cars
Who They Are: A luxury automaker like no other. The pinnacle of bespoke. Rolls-Royce has a significant presence at Monterey’s annual Car Week.
From a weekend of luxe hospitality at what has become known as the “Rolls-Royce Villa,” to a stage buildout at The Quail Motorsport Gathering, and a hospitality suite as well as concept lawn displays at the Pebble Beach Concours D’Elegance, the brand presence is only reinforced by the extensive fleet of cars cruising the streets the whole week.
The challenge comes in elevating the experience as only Rolls-Royce could, and evolving towards a younger target audience by keeping the experience fresh, evocative and elevated.
Skills: Creative Direction, Strategy, Production Logistics, Large Scale Graphics, Print Design
A Brief Overview
For four days, Rolls-Royce hosts daytime hospitality, during which time prospective clients are encouraged to test drive the vehicles of their dreams, have a light meal, or simply take in the views while sipping a glass of champagne at the RR Villa.
The brand participates in The Quail Motorsport Gathering – a one day event at The Quail Lodge where all the top automakers display their newest offerings.
Closing out the week, Rolls-Royce opens their hospitality suites at the Pebble Beach Concours D’Elegance; Where the famous golf course is taken over by classic collector cars, as well as newer offerings on the Concept Lawn.
The Rolls-Royce Villa
The main room is the grand entrance moment; here guests are encouraged to sign up for a test drive, or to grab a quick bite to eat. From 2017 to 2018 the format was shifted from formal sit-down areas to casual quick bite stations interspersed with lounge seating with great success. The built in wardrobe which is part of the house is masked out by prominent Rolls-Royce branding, which took the form of an illuminated starlight wall in 2017, and a full-width video screen in 2018.
The library, just off the main room, becomes a lounge and after sales accessories display room. The kitchen serves up a mean cappuccino, and three bedrooms are taken over by affiliate partners.
Then you step out onto the terrace, which is the most magical part of the whole experience. The terrace is a lounge area by day, and the life of the party at night. With stunning views and fresh ocean air, a pool-side bar, and an interactive video screen that lets you become the Spirit of Ecstasy it has something for everyone.
Branding is strategically placed all through the house. From frosted window decals, to the placement of stunning Rolls-Royce photography, and Rolls-Royce branded candles and pillows – you can never forget who’s house you’re in.
Of course with something this stunning, you have some amazing photo opportunities – and we branded these too! Sizable 3D lettering was created to sit just on the edge of the infinity pool, and the RR lockup floated seemingly like magic just off the bannister on the terrace.
In 2018 an infinity room was added to the buildout. A reflective shimmering palace reminiscent of the star headliner (the illuminated LED constellations you can have put in the roof of your Rolls-Royce car).
The drive is then accented by dramatic lighting, pillar candles, and in 2018 the addition of a modular wall to add a Phantom to the display.
In 2018 the wall came back, this time the graphics were revised to speak to the Cullinan. The stage was also redesigned, from a classic ‘T’ shape to a design which featured an inlaid diamond under the car – a subtle reference to the namesake Cullinan.