No one does luxury quite like Rolls-Royce and walking through the Saatchi Gallery this weekend will give you an idea of just how.
As this is the Saatchi Gallery the iPad, not audio guide, given to you at the entrance will tell you everything you’ll ever need to know and some things you didn’t know that you wanted to know, about Rolls-Royce.
Wander through the 10 galleries devoted to the iconic luxury cars it becomes impossible not to wish you had one of the things yourself.
From the moment you walk into the gallery, that fantasy is indulged to its fullest, as every step you take seems to be taking you ever closer to that dream car.
Unfortunately, for most of us, this dream will remain only that.
The free ‘Inside Rolls-Royce’ exhibition that is set to tour the world in the next year has set its first base in London for the weekend, just 163 miles away from where it all began for them 108 years ago.
This is not your standard car exhibit though. For one, it is being staged in one of London’s most popular contemporary art galleries and it belongs right there.
There are few actual cars at the Saatchi, just one Rolls waiting near the entrance to draw people in and a small racing one near the children’s section on the second floor.
Instead, the whole set-up is more akin to an abstract art exhibit, taking you quite literally ‘Inside Rolls-Royce’, the car and the company.
In the first room, illuminated by lightsabre-esque pillars with tever-changing colours, tells us about the different colours of Rolls-Royces available.
There are 44,000 available to choose from when ordering your car, even if your favourite shade of magenta is somehow not included in that spectrum, Rolls-Royce guarantee that they can copy it like for like.
And so it goes, room for one, you are emerged into a different aspect of the construction of the car, ranging from quirky details like the umbrellas packed into the side of the car to the history behind the logo, to the engines.
Upon arrival, you are encouraged to download the ‘Inside Rolls-Royce’ app or take an iPad with you for the journey and at every station, an activation spot lights up, giving further insight into each specific aspect of building a Rolls-Royce.
While each station is designed to immerse you into the process of car-building, they are also linked to aspects of the company’s philosophies on perfection and luxury.
Quotes such as ‘strive for perfection in everything you do’ and ‘you can look anywhere and find inspiration’ may seem tacky, but somehow they manage to enhance the feeling of grandeur.
It may seem so far that the exposition consists of a lot of information being dumped on to you, but it’s not just that.
There interactive stations scattered around. There is an area for kids, with jigsaws and colouring to be done, an Xbox One near the end, where you can play Forza Motorsport 5, a game that allows you to create your own Rolls-Royce and race with it.
These distractions are welcomed, but they are few and far between, a few more would have improved the experience.
It’s also a shame that after being immersed in this whole process, we don’t really have a final product to look at.
It is also a shame that after selecting my favourite model, colour and inputting my contact details and address, there won’t be a Rolls-Royce arriving at my house any time soon.
Oh well, it was an enjoyable fantasy while it lasted.
