Inside the new Rolls-Royce showroom in Alexandria, Sydney, a Cabinet of Curiosities holds objects and materials drawn from the Australian landscape. It is not there for decoration. The collection is a source of inspiration, a starting point for clients beginning a Bespoke commission.
This space, which officially opened on June 18, 2026, is the first in Australia to feature the marque’s new retail design. It was conceived as an answer to a shift in how its clients approach the brand. The opening was attended by Julian Jenkins, Director of Sales & Brand for Rolls-Royce Motor Cars, and Irene Nikkein, the company’s Regional Director for Asia-Pacific.
The design philosophy moves away from a traditional showroom and toward something closer to a creative atelier. According to Nick Pagent, CEO of partner Autosports Group, the thinking is direct. “Our clients are among Australia’s most dynamic and creative individuals,” he said. “They don’t simply want a motor car – they want to commission a statement of who they are.”
This showroom is an environment built for that purpose. It follows the successful opening of a similar space in Auckland in April 2025, strengthening Autosports Group’s presence across both Australia and New Zealand.
The Commissioning Atelier
At the center of the Sydney location is the Bespoke Commissioning Atelier. This is where the abstract ideas inspired by the Cabinet of Curiosities become tangible. Clients can work with an extensive range of materials, from rare wood veneers to specific embroidery threads, to develop their vision.
The space is designed to be an immersive encounter with the craft from Goodwood. The goal is to transform the process of acquiring a car into a personal project, reflecting a consistent growth in demand from Australian clients for highly complex and ambitious commissions.
A Local Interpretation
While the design language is part of a global direction for Rolls-Royce, the Alexandria execution is meant to feel distinctly local. The brand notes influences from Sydney’s harbour light, natural space, and architectural profile. The entrance itself is artfully inspired by the iconic Pantheon Grille, with the Spirit of Ecstasy presiding over the interior.
For Julian Jenkins, the showroom connects the brand’s present to its long history in the country. “The story of Rolls-Royce in Australia began with a Bespoke commission made ordered by Australian Archibald Black in 1906, and today we are proud to write its next chapter,” he explained. “While Goodwood remains our home, showrooms such as this bring the marque to life for our clients; it is where their vision of a Bespoke motor car is first imagined and where their Rolls-Royce journey begins.”
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