Range Rover customers, dealers and invited guests get exclusive access to Range Rover House, an invitation-only experience that gives visitors access to behind-the-scenes details on the brand’s latest cars.
These exclusive enclaves take place in key destinations around the world. In a partnership with Le Royal Monceau Raffles in Paris, Range Rover opened its Range Rover House in the hotel’s acclaimed, five-digit-per-night Katara Presidential Suite overlooking the streets of Paris and the Arc de Triomphe.
Open for several weeks before wrapping up at the end of October, Range Rover House Paris welcomed invited dealers, customers, media and special guests to learn more about the brand, its latest vehicle launches and to enjoy a private party watching the Rugby World Cup, for which the company was a sponsor.
Sipping Champagne, wine and cocktails, visitors could indulge in spa treatments and culinary activations. The hotel’s famed pastry chef was on hand showcasing three types of vanilla beans and how they are sourced from around the world to make delectable ice cream. Highlighting the air purification systems in its Range Rover Evoque and Range Rover Velar luxury vehicles, guests could also take part in breath work exercises and use noise-canceling headsets that mimic the sound suppression of the vehicle’s cabin.
Guests can also peruse the color scheme combinations for the latest vehicles and learn about the newest car features. Brand executives are on hand to answer questions, explain what’s coming in the next year and learn feedback from top customers and dealers.
The curated experiences in Range Rover House change based on the location and theme. Range Rover has hosted more than a dozen VIP Range Rover Houses around the world, each of which is designed by Chief Creative Officer Professor Gerry McGovern. Each takes place in an iconic location and have included a private residence overlooking Sydney harbor, a quiet cove along Pacific Ocean and an elegant pied a terre in the heart of London’s vibrant Mayfair.
They typically take place around major global events like sport tournaments and fashion weeks. These one-of-a-kind luxury experiences are a hot-ticket invitation. The thought behind these special spaces is part of the brand’s effort to reach customers in a more authentic way.
Visitors to the Paris event got a sneak peek and immersive, digital tour of the new Range Rover Evoque model. With a new reductive exterior, it looks more sleek than ever and now has an updated grill design and super-slim headlights.
“Our clients are seeking more intimate, memorable experiences, which offer an emotional connection beyond a traditional car showroom,” says Geraldine Ingham, the managing director for Range Rover. “Having the opportunity to interact in intimate settings strengthens our relationships.”
Also at the Paris Range Rover House, executives were showcasing the newest Range Rover Velar, which also features a new single floating 11.4-inch curved glass touchscreen on the center console inside.
The first Range Rover House took place last summer. That’s where the brand unveiled its exclusive Range Rover SV Carmel Edition, a limited edition model only available in North America. Coming soon, Range Rover is working on a fully electric vehicle to launch at the end of 2024 as well as a fully electric Range Rover Sport in 2025.
Ramsey Qubein is a freelance travel journalist covering hotels, cruises, airlines, and loyalty programs from around the globe.