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It's a well known fact that luxury evolves and so too does Rolls-Royce Motor Cars.
The brand prides itself in understanding its clientele well.
More than six years ago, a team of luxury intelligence specialists, designers, engineers and craftspeople assembled to begin 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 shares some of these insights to demonstrate the underlying substance of the highly progressive new Ghost ahead of its official unveiling in autumn this year.
Today, Rolls-Royce releases the first of four animated films offering insight into the substance of new Ghost.
It identifies an emerging aesthetic defined by purity and minimalism, internally named Post Opulence.
Rolls-Royce Designer Henry Cloke, says, "We found that Ghost clients sought objects that are effortlessly, almost instinctively exceptional. 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.
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.
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