Inside Dubai’s Rolls-Royce studio where buyers turn personal stories into cars

Rolls-Royce's Bespoke Lead Designer in Dubai, Michelle Lusby, possesses a unique background that informs her work. Born into a family of textile experts, Michelle's grandmother was a master seamstress at Mulberry, which sparked her interest in leather craftsmanship and design. This heritage has been instrumental in her career, influencing her approach to textile design and interior creation for Rolls-Royce vehicles.

Lusby's artistic side, manifested through her passion for fine print-making and etching, also plays a significant role in her duties at The Private Office Dubai. Much like printmaking, where designs are built layer by layer, bespoke automotive design requires meticulous attention to detail and a willingness to push the boundaries of traditional techniques. By collaborating with skilled craftspeople in Goodwood, Lusby and her team often discover innovative and unexpected results.

Personalization is a central aspect of Rolls-Royce in the Middle East, reflecting the region's cultural appreciation for individual expression and storytelling. Rolls-Royce cars are seen as more than just vehicles, but rather as personalized experiences that encompass the owner's lifestyle, heritage, and personal memories. Lusby emphasizes the importance of storytelling in the design process, stating that she begins by engaging in conversations with clients to understand their personalities, interests, and experiences, which ultimately guide the creation of their bespoke Rolls-Royce.

While Lusby and her team are open to exploring various design elements and materials, there are boundaries they do not cross. The iconic Spirit of Ecstasy and the Rolls-Royce badge are elements that remain unchanged, as they are integral to the brand's heritage and identity. Additionally, safety and engineering integrity are non-negotiable, as Rolls-Royce vehicles are designed to last for decades, requiring strict adherence to technical standards.

Despite any unusual requests, the team remains committed to maintaining the highest level of quality and craftsmanship.