Post Opulence - Rolls-Royce Reveals Super-luxury Consumer Insights That Informed New Ghost

Post Opulence: Rolls-Royce Reveals Super-luxury Consumer Insights That Informed New Ghost

More than six years ago, a team of luxury intelligence specialists, designers, engineers, and craftspeople assembled to begin the development of the new Rolls-Royce Ghost. As with 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 to its clients afforded the team access to a large body of information. Rolls-Royce is now sharing some of these insights to demonstrate the underlying substance of the highly progressive new Ghost ahead of its official unveiling in autumn this year.

Rolls-Royce has released the first of four animated films offering insight into the substance of the new Ghost. It identifies an emerging aesthetic defined by purity and minimalism, internally named Post Opulence.

"We found that Ghost clients sought objects that are effortlessly, almost instinctively exceptional," commented Rolls-Royce Designer Henry Cloke. "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."

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.

Image: Courtesy of Rolls-Royce