Luxury · Web · Configurator · Design system
An immersive, configurator-led rebuild for the world's most bespoke marque, credited through three consecutive record sales years.
Enquiries
+31%
Sales
3 record years
Configurator
Down to trim level
The challenge
The website functioned as a static brochure: no interactivity, no way to explore bespoke options, and an experience that did not reflect the design excellence of the product.
The marque also needed to reach a younger, tech-native generation of buyers without diluting its heritage, which meant modernity and warmth in the same gesture, never noise.
Our approach
We rebuilt the experience around immersive storytelling and elegant navigation, with editorial content that humanises the brand and gives the photography room to carry it.
An interactive configurator lets buyers specify a car down to trim and detailing, then submit it directly to a dealer, turning the site from a brochure into the start of a commission.
A design system underpins it all, created with the brand's creative leadership for consistency and longevity. Its foundations, navigation, configurator logic and storytelling flows, were retained by the successor agency, AKQA.
Outcomes
- Enquiries up 31%, with record engagement during the launch campaign
- Three consecutive record sales years, with the digital experience a credited contributor
- UX foundations strong enough to be retained by the agency that followed
Designing for Rolls-Royce means meeting the highest expectations. Our job was to bring modernity and warmth to a brand built on heritage.
Matthew Rogers · Founder, Preux
