In the hills above Pampelonne Beach, the pine groves of La Réserve Ramatuelle frame a contemporary escape from the streets of Saint-Tropez. This July, it becomes one of four stages for the most extensive summer programme Rolls-Royce has ever staged on the French Riviera. The brand has arrived not with a single car, but with a fleet of sixteen Bespoke vehicles, including the new Black Badge Spectre Series II.
The cars are presented across a quartet of the Riviera’s most defined addresses. Alongside La Réserve, the programme extends to the Mediterranean gardens of Airelles Château de la Messardière, the intimate retreat of Airelles Pan Deï Palais, and the beach club atmosphere of Nikki Beach. The approach is a simple one, articulated by Julian Jenkins, the marque’s Director of Sales & Brand. It is about bringing the cars to the places clients “already know and value.”
This philosophy shapes a calendar of experiences that moves with the seasons, from Courchevel 1850 in winter to the North Coast of Egypt later this summer. The goal is to allow clients to experience the cars within the natural rhythm of their own lives.
The Riviera Experience
At each location, discreet hospitality spaces allow guests to connect with the brand. The full portfolio of motor cars is available for self-driven journeys along the sweeping coastal corniches. For those preferring to be driven, a fleet of four Rolls-Royce Cullinans provides transfers between the venues.
The program extends beyond driving. Members of the Rolls-Royce Bespoke Collective of designers, artisans, and engineers are present to offer insights into the craft behind the vehicles. The marque is also hosting a series of private dinners and receptions. In the heart of Saint-Tropez, evenings of pétanque will take place in the Place des Lices, played with a Bespoke Rolls-Royce boules set.