launcheda new app called “Whispers” to Rolls-Royce owners in the UK, the US, Europe, and the Middle East.
The luxury British automaker said Whispers -- the “most exclusive Members Club in the world” -- is a “a gateway to the world’s most rarefied products, services and ideas.”
In case it wasn’t clear: You’re not rich enough for this club
According to Rolls-Royce, its customers are “untethered by common constraints such as time and money.”
And the company’s app -- which it says has been tested for 2+ years -- is designed to extend the Rolls-Royce ultra-luxury brand beyond cars and into high-end experiences.
But, naturally, Whispers willonly be availableto owners of new Rolls-Royces.
And the luxury Whispers app looks a lot like normal apps...
Just with more caviar. Or dolled up with diamonds to make them more exclusive.
The deceptively normal-seeming Whispers app includes:
Whisper’s experiential offerings aren’t exactly subtle
Many of the experiences in the Rolls-Royce app are customizable for each high-end customer. But that didn’t stop the company from making some…suggestions.
Among the app’s ritziest recommendations:
There’s nothing more luxurious than exclusivity. So social clubs, apps, and other experiences with absurdly high barriers to entry -- like Rolls-Royce ownership -- offer new ways for the world’s most elite luxury businesses to sell their brands.
Rolls-Royce isn’t the only one in on the action, either: Prada recentlylaunchedan event series featuring art, music, food, and panel discussions (available only to its VIP superfans, of course). Ralph Lauren, Gucci, and other luxe-tailers have also moved in the experiential direction.
The luxury British automaker said Whispers -- the “most exclusive Members Club in the world” -- is a “a gateway to the world’s most rarefied products, services and ideas.”
In case it wasn’t clear: You’re not rich enough for this club
According to Rolls-Royce, its customers are “untethered by common constraints such as time and money.”
And the company’s app -- which it says has been tested for 2+ years -- is designed to extend the Rolls-Royce ultra-luxury brand beyond cars and into high-end experiences.
But, naturally, Whispers willonly be availableto owners of new Rolls-Royces.
And the luxury Whispers app looks a lot like normal apps...
Just with more caviar. Or dolled up with diamonds to make them more exclusive.
The deceptively normal-seeming Whispers app includes:
- A social network(AKA, in Roycese... “A Global Community of Like-minded Individuals”)
- An online store(AKA... “An Inspiring and Sometimes Whimsical Collection of Luxury Offerings”)
- Digital media content(AKA… “Inspiring Greatness through Evocative Thought Pieces”)
Whisper’s experiential offerings aren’t exactly subtle
Many of the experiences in the Rolls-Royce app are customizable for each high-end customer. But that didn’t stop the company from making some…suggestions.
Among the app’s ritziest recommendations:
- An expedition to Antarctica
- A private New York Philharmonic Orchestra performance
- Commissioned portraits of favorite pets
- A custom-built personal racetrack
- A personalized Monopoly set incorporating the customer’s own properties and assets
There’s nothing more luxurious than exclusivity. So social clubs, apps, and other experiences with absurdly high barriers to entry -- like Rolls-Royce ownership -- offer new ways for the world’s most elite luxury businesses to sell their brands.
Rolls-Royce isn’t the only one in on the action, either: Prada recentlylaunchedan event series featuring art, music, food, and panel discussions (available only to its VIP superfans, of course). Ralph Lauren, Gucci, and other luxe-tailers have also moved in the experiential direction.
