Macala Wright: Rolls Royce, The Future Of Artisanal Luxury & Calm Technology
The luxury automotive maker marries design, technology and customization to connect with affluent customers.
Calm technology isn’t disruptive; in fact, the whole idea is to reduce distractions to our workflow without losing functionality. While calm technology does not necessarily jibe with most marketers—it’s at the heart of Rolls Royce’s innovation strategy when it comes to the next generation of technology found in the Ghost.
This week, I sat down with Rolls Royce’s director of global communications, Richard Carter, to discuss how artisanal luxury was adapting to consumer desire and need for technology integration into their automobiles. “The affluent customer is increasingly mobile. He or she could have a meeting in Monaco, and with one conversation, be on their way to Cape Town to have dinner,” said Carter. “When integrating technology into a luxury automobile, you have to design it around the business requirements of that person’s life.” But, when designing technology into a luxury vehicle, the technology required shouldn’t augment the design of the interior environment of the car; it should be integrated into it. “There’s a delicate balance that must be preserved in the austere of the design,” said Carter. It’s with that mandate that they’ve released with Ghost Six Senses.