The Client
Rolls-Royce Motor Cars is the pinnacle of British luxury automotive design, known globally for crafting the most exclusive and bespoke vehicles in the world. With over a century of heritage, the brand represents a legacy of craftsmanship, elegance, and innovation.
Objectives
- Create a personalised, immersive digital platform worthy of Rolls-Royce’s status
- Extend the luxury customer journey into the digital space with elegance and precision
- Elevate brand storytelling through compelling, high-fidelity content
- Drive deeper engagement and qualified lead generation
Background
This collaboration marked a defining moment for Preux. Our success with Rolls-Royce led to strategic engagements with other elite brands, including Caspian Monarque and Sealion Superyacht. The project became a benchmark for digital luxury, where tradition and modernity met through exquisite design.
Our Approach
Luxury car websites at the time were often visual but slow, relying heavily on splash videos and outdated elements. Preux set out to redefine the genre with three UX principles:
1. Refined Interaction — No intrusive pop-ups or gimmicks; every element served a purpose.
2. Balance of Form & Function — Aesthetics paired with seamless usability.
3. Meticulous Craftsmanship — Precision in layouts, typography, transitions, and responsiveness.
We partnered with Partners Andrews Aldridge and conducted stakeholder workshops, including sessions with actual Rolls-Royce owners. The message was clear: the website needed to feel like a digital extension of the Rolls-Royce experience—personalised, elegant, and deeply immersive.
Seamless Performance & Flow
To replicate the effortlessness of driving a Rolls-Royce, Preux engineered a frictionless digital experience. We replaced jarring reloads with smooth AJAX transitions, allowing users to glide between models and content without interruption—no spinners, no blank screens, just continuous, graceful motion. This digital “ride quality” echoed the marque’s physical refinement: a silent cabin, translated into silence between clicks.
As one reviewer put it, “The smooth animation of the navigation bar makes for a good user experience while the consistently dark, sexy colours are perfect for a luxury brand.”
- +36.6% average session duration
- +8.8% pages per session
- Bounce rates dropped significantly
To replicate the effortlessness of driving a Rolls-Royce, Preux engineered a frictionless digital experience. We replaced jarring reloads with smooth AJAX transitions, allowing users to glide between models and content without interruption. The result: a site that felt as quiet and composed as the cabin of a Phantom.
- +36.6% average session duration
- +8.8% pages per session
- Bounce rates dropped significantly
Visual Storytelling
Preux collaborated with Partners Andrews Aldridge’s creatives and world-renowned photographer Rankin, who was given full artistic freedom to reinterpret the Spirit of Ecstasy. His work explored themes of power, grace, and speed—an artistic series that earned over 315,000 views and became the visual centrepiece of the site’s identity.
Each model page featured cinematic video, full-bleed photography, and immersive scenes—a Phantom cutting through mist, a Dawn by the sea at sunset. But beyond aesthetics, we infused storytelling into the UX itself: leather workshop tours, “Voice of the Maker” videos, and rich editorial content were integrated into each journey—not buried in blog sections.
Users didn’t just browse—they felt the craftsmanship.
Preux collaborated with world-renowned creatives, including photographer Rankin, to produce exclusive visuals. One series alone generated over 315,000 views. Each model was showcased with full-bleed photography and immersive video—Phantoms in mist, Dawns at sunset—all framed within a storytelling arc.
We integrated behind-the-scenes content directly into the user flow: leather workshop tours, interviews with master artisans, and narrative sequences about craftsmanship. Visitors didn’t just browse—they experienced the soul of the marque.
Bespoke Configurator Experience
To appeal to a younger, digital-native luxury audience, Preux developed a first-of-its-kind 3D configurator. This was more than a spec tool—it was a gateway into the Rolls-Royce commissioning experience.
Users could:
- Rotate vehicles in full 360°
- Choose from thousands of bespoke colours
- Select wheels, trims, veneers, leather tones—even personalise umbrellas and monograms
Configurations could be saved, shared, and sent to dealers. The system delivered ultra-high-resolution renderings that made each user feel they “owned” their design. Engagement was extraordinary:
- Average configurator session: 30+ minutes
- Thousands of builds submitted within the first months
- Significant rise in under-45 inquiries
As Nico DeMattia from BMWBlog noted: “Customers can go so far as to paint the car in any colour they see in the world, use any material possible for trims, and embroider whatever they want into whatever they want.”
This wasn’t a gimmick. It shifted perceptions—and contributed directly to the brand’s evolving demographic.
For a younger, digital-native audience, we built a revolutionary 3D car configurator. Users could:
- Rotate vehicles in 360°
- Choose from thousands of bespoke colours
- Select trims, veneers, monograms—even umbrella designs
Each configuration could be saved, shared, or sent to a dealer. Engagement was exceptional:
- Average session time in the configurator: 30+ minutes
- Thousands of custom builds within the first few months
- Notable uptick in younger inquiries and sales
This tool wasn’t a novelty—it was a conversion engine.
Innovative Navigation & Microinteractions
We redefined luxury digital navigation with a bold, imagery-first system. Users didn’t scroll through text-based menus—they were welcomed into a visual showroom. Each model was presented in full glory before diving deeper.
Our design included:
- Cinematic hover states and split-screen comparison tools
- Sticky headers with context-aware shortcuts
- A refined circular cursor that replaced the standard pointer
These microinteractions created a rich sense of immersion. One design reviewer described it: “As you navigate the pages, your mouse pointer becomes a rounded pointer. This gives the browsing experience a posher air than the tired pointer.”
This section of the experience influenced the broader luxury sector. Jaguar Land Rover later adopted similar enhancements—and Preux was soon engaged to support their digital design work as well.
We designed an image-led menu that felt like a digital showroom—intuitive, cinematic, and distinctly Rolls-Royce. Models were represented visually, not by name, encouraging exploration through sight, not search. Hover states revealed motion previews, while a persistent sticky header gave access to key actions without clutter. Every interaction was considered: even the cursor was customised to a subtle circular pointer, elevating the tactile feel of digital browsing. These layered microinteractions brought luxury into every detail of the UX.. Models were represented visually, not just by name. The interface was simplified yet rich, with:
- Split-screen comparisons
- Sticky headers for key actions
- A custom circular cursor for added elegance
These subtle details elevated the entire browsing experience. The site became an industry reference point, influencing other luxury marques and even contributing to Preux’s later work with Jaguar Land Rover.
Measurable Impact
Content Engagement
- Rankin’s Spirit of Ecstasy series: 315,515 views
- High completion rates on craft-focused videos
User Behaviour
- +31.3% in inquiry submissions
- +19.2% time on page
- +36.6% average session duration
Brand Metrics
- Average customer age dropped from 50s/60s into early 40s
- Record sales: 3,538 vehicles globally—a 31% YoY increase
Industry Recognition
- Featured on Awwwards, FWA, and Communication Arts
- Honoured as “Perfect Host” website redesign
- Adopted as a benchmark for digital luxury experiences
Reflection
The Rolls-Royce redesign is one of Preux’s proudest case studies—not simply because of the accolades or metrics, but because it helped a legacy brand evolve without compromise.
We delivered a platform that felt as refined and powerful as the product it represents, crafting a digital experience with the same obsessive attention to detail as a hand-built engine.
This project stands as proof that Preux understands not just luxury—but how to translate it into meaningful, modern experiences that endure.
