Rolls-Royce Phantom: new model comes with art 'gallery' in dashboard

In 2003, Rolls-Royce launched its first entirely new Phantom since 1968, under the direction of its new owners, BMW.

The task facing the team was to produce a car that remained true to the world-famous brand whilst bringing it up-to-date with the expectations of discerning owners in the 21st century.

Against the backdrop of the hugely successful 2003 model, the Phantom unveiled today is the eighth generation in a series of vehicles dating back to 1925, when Sir Henry Royce launched what was then known as “the best car in the world”.

Rolls-Royce described its latest offering as the “world’s leading luxury item”, and the “most silent car in the world”.

Fully 10 per cent quieter than its predecessor at 100 km/h, Rolls-Royce has gone to great lengths to ensure that nothing can impede conversation in the cabin. In practice, this has meant extensive sound-proofing, including the use of a specialised foam to reduce tyre noise, creating what the company says is a “360° cocooning effect”.

Inside the car, the most distinctive design feature is probably the “Gallery”, an area of hardened glass that covers the upper dashboard.

Feeling that this space could be put to better use, Giles Taylor, Director of Design at Rolls had the idea of using it to display the customer’s own unique artwork.

“In the 18th century, miniatures were highly fashionable and valuable items of art that allowed their owners to carry images of their loved one with them wherever they travelled,” he says.

“I really loved that idea of taking your art with you, when travelling, and so I acted on it”.

Building on the company’s coachbuilding tradition, Rolls expects its clients to give them an idea of the work they want commissioned for the car. So far, Phantoms have been customised with an oil painting inspired by the South Downs in Sussex, a gold-plated 3D “map” of an owner’s DNA, and handmade porcelain roses by Nymphenberg.

All of these pieces have been commissioned from world-famous artists.

Elsewhere, much of the new car takes its inspiration from J -Class yachts, a design cue for many of the recent models. More obscurely, the area behind the front seats takes “clear” inspiration from the Eames Lounge Chair of 1956.

Peter Schwarzenbauer, Chairman of Rolls-Royce and Member of the Board of the BMW Group said:

“The global introduction of a new Rolls-Royce is always a very special moment within the BMW Group. This particular occasion is all the more special because we are introducing an all-new Phantom, the flagship of the Rolls-Royce brand and the world’s foremost luxury product.”