New Rolls-Royce Ghost soon to materialise

The Rolls-Royce Ghost which was launched in 2009 at the Goodwood Festival of Speed has become the most successful vehicle in the automaker’s history. With the much larger body of clients to the specific model, the product development team had a much larger source of information while making decisions on specific areas of the planned model. As such, a team of luxury intelligence specialists, designers, engineers and craftspeople began the development of the new Ghost model more than six years ago and has employed all the unique set of client values to create a vehicle which will hold its own place in the Rolls-Royce portfolio.

The information garnered from clients revealed a variety of interests, opinions and changing taste patterns within the demographic and ultimately how they appreciate luxury. This allowed the designers, engineers and craftspeople at Rolls-Royce to embark on the development phase of the new Ghost with more focus and more speedily.

The British automaker has created a series of short videos in which it explained what this information held and how the team has employed the data to create the new vehicle which will be revealed later this year. In the first video, Rolls-Royce Designer Henry Cloke explains how minimalism and purity are the main themes included in the aesthetics of the planned vehicle. The design theme which is internally referred to as ‘Post Opulence’ is used to describe the simple and minimalist design when compared to previous standards of opulent design.

“We found that Ghost clients sought objects that are effortlessly, almost instinctively exceptional. They rejected busy details and flash gimmicks, instead of seeking extremely high quality, thoughtfully designed pieces that stand up to the most intense scrutiny. This philosophy defined new Ghost’s minimalist design treatment,” Henry Cloke, Vehicle Designer, Rolls-Royce.

To illustrate the concepts through the videos, renowned illustrator, Charlie Davis was chosen by the marque to convey the insights shared in a cohesive and beautifully representative animated video. Accompanying the illustrated animation are five podcasts to further reveal and explain the brand’s findings during the research stages of the project. Also included in the podcasts is the underlying material and engineering substance of the new vehicle. The podcasts are 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.