Rolls Royce Beverly Hills Opens a New Home for Luxury and Bespoke

Rolls Royce Motor Cars Beverly Hills has opened a new home designed to be much more than a traditional showroom. The new destination brings together Rolls Royce craftsmanship, Bespoke commissioning, hospitality and culture while introducing the first ever Rolls Royce Black Badge Lounge.

Photo Credit: Rolls-Royce

The September 30 opening marked a significant new chapter for one of the marque’s most important markets. Beverly Hills has long been a leading destination for Rolls Royce Bespoke commissions, and the new showroom is designed around the idea that purchasing an ultra luxury motor car should be an experience centered on creativity and personal expression.

“The new Rolls-Royce Motor Cars Beverly Hills brings a piece of Goodwood to Beverly Hills. This is much more than a showroom. It is a home for Rolls-Royce commissioning, a place where clients can explore their creativity and begin the journey of creating something deeply personal,” said Julian Jenkins, Director of Sales & Brand, Rolls Royce Motor Cars.

Photo Credit: Rolls-Royce

The location reflects the longstanding relationship between Rolls Royce and Beverly Hills, a city closely associated with entertainment, celebrity, creativity and individual expression. From Hollywood premieres and red carpets to private celebrations, the marque has become an enduring symbol of achievement in the area.

The new showroom takes that relationship into a more contemporary setting. Rather than simply providing a place to view and purchase vehicles, it has been conceived as a social and cultural destination where clients can gather, explore the marque, experience its craftsmanship and begin highly personalized commissions. Contemporary design, hospitality and technology are integrated into the experience.

At the heart of the new destination is the Rolls Royce Black Badge Lounge, the first of its kind. Black Badge was introduced in 2016 for clients looking for a more assertive and unconventional expression of the marque. As the division reaches its tenth anniversary, the new lounge gives that darker and more contemporary personality a dedicated physical setting.

Photo Credit: Rolls-Royce

The lounge also reflects a broader evolution in luxury retail, where the environment surrounding a product can become as important as the product itself. In Beverly Hills, the space is intended to encourage clients to gather, entertain and experience the more rebellious side of Rolls Royce.

The opening also created a striking dialogue between the marque’s past and future. Among the historic vehicles presented was the 1925 Rolls Royce Phantom I “Round Door,” loaned by the nearby Petersen Automotive Museum. Originally built with Hooper coachwork, the Phantom I later received its distinctive aerodynamic body from Belgian coachbuilder Jonckheere in 1934.

Photo Credit: Rolls-Royce

With its circular doors, dramatic proportions and sweeping bodywork, the Round Door remains one of the most recognizable Rolls Royce motor cars ever created. Its highly individual character also echoes the philosophy behind Black Badge, using the automobile as a canvas for personal expression.

At the opposite end of the spectrum was the Spectre Series II, the marque’s latest all electric motor car. Spectre represents Rolls Royce’s vision of the future while retaining the craftsmanship, effortless performance and extensive Bespoke personalization that define the brand.

Together, the two vehicles demonstrate how Rolls Royce approaches heritage and innovation as complementary forces. One represents a remarkable chapter in the marque’s automotive history, while the other points toward its electric future.

Photo Credit: Rolls-Royce

The new showroom itself is operated by O’Gara Coach, one of the leading luxury automotive dealer groups and one of the largest Rolls Royce dealers in North America. The Beverly Hills location serves collectors, entrepreneurs, entertainers, athletes and luxury clients throughout Southern California and beyond.

For O’Gara Coach, the new destination represents a major investment in the Rolls Royce community in Beverly Hills.

“Beverly Hills has one of the most extraordinary Rolls-Royce client communities anywhere in the world and this showroom was designed for them. We wanted to create a place where our clients could come together, spend time with one another, experience the marque and, most importantly, feel at home,” said Tom O’Gara. He described the location as both a social destination and a commissioning environment rather than simply a place to display automobiles.

Photo Credit: Rolls-Royce

The showroom provides access to the Rolls Royce range, including Phantom, Ghost, Cullinan and Spectre, alongside the marque’s extensive Bespoke commissioning capabilities. Every Rolls Royce can be personalized through the Bespoke program, allowing clients to create highly individual expressions of their tastes and personalities.

Photo Credit: Rolls-Royce

That focus on personalization is particularly relevant in Beverly Hills, where luxury has long been closely connected with individuality. The new space gives clients an environment in which the commissioning process can become part of the overall ownership experience.

The opening ultimately brings together several sides of the Rolls Royce identity in one destination: historic craftsmanship, contemporary design, Black Badge attitude, electric innovation and the highly personal world of Bespoke commissioning.

By bringing the spirit of Goodwood to Beverly Hills, Rolls Royce is creating a showroom that functions less like a conventional retail space and more like a home for the marque, its clients and the culture surrounding it.