Rolls-Royce has opened the world's first Black Badge Lounge inside its new Beverly Hills showroom, a space built around a hidden speakeasy and a private customization suite tucked behind an unmarked staircase. The venue sits near Rodeo Drive, and its debut event leaned into a Great Gatsby theme complete with flapper dancers, champagne towers and Dalmore 17 scotch whisky cocktails for loyal customers and media.
According to duPont REGISTRY News, the lounge includes a private Black Badge Atelier offering a relaxed setting where clients can customize their motorcars away from a traditional sales floor. The showroom itself runs roughly 18,000 square feet at 9460–9494 Wilshire Boulevard in the Golden Triangle retail district, near the corner of Wilshire Boulevard and Beverly Drive by the Beverly Wilshire Hotel, under a long-term lease with Creative Media & Community Trust, as detailed in a filing from Business Wire.
The Beverly Hills dealership operates as part of O'Gara CoachGroup, which also runs nearby showrooms for McLaren, Bugatti, Koenigsegg, Pininfarina, Aston Martin, Lamborghini and Rimac, per duPont REGISTRY's reporting. Tom O'Gara greeted customers and friends personally at the opening. The dealer group traces back to the 1970s, when it was founded as a custom coachbuilding firm by brothers Tom and Ed O'Gara before growing into one of the largest exotic and luxury dealership networks in the Western Hemisphere, according to OGARAJETS.
A $603,000 SUV and a Secret Staircase
Inside the lounge, visitors found a Black Badge Cullinan SUV priced at $603,000, according to Autoweek. A fully electric Spectre Series II was also on display at the showroom, part of the duPont REGISTRY account of the opening. The Spectre Black Badge is Rolls-Royce's most powerful production car, producing 659 horsepower and 792 lb-ft of torque with a 0-to-60 mph time of 4.1 seconds and an exclusive Spirited Mode for full power delivery, according to Forbes.
Access to the second-floor Black Badge Atelier comes via a private staircase hidden inside the speakeasy lounge. Once there, buyers can work with roughly 50 leather options, wood veneers, custom stitching and digital real-time rendering of personal astronomical constellations for a starlight headliner, Autoweek reports. duPont REGISTRY's account similarly describes customization choices including leathers, high-pile carpets and contrast stitching threads, all displayed through digital real-time rendering tools.
Why Beverly Hills Got the First One
Julian Jenkins, Rolls-Royce's director of sales and brand, said Black Badge represents a bolder, more contemporary and unexpected side of the marque, and that the atelier gives clients a relaxed environment to explore personalization ideas. The lounge is designed to create direct engagement with both new and existing luxury customers, particularly those from technology, social media and creative industries, per duPont REGISTRY's reporting.
North America accounts for roughly a third of Rolls-Royce's global vehicle sales, and Beverly Hills has long ranked among the brand's highest-volume retail markets and a top location for bespoke orders, the same report from Autoweek notes. Southern California represents one of the brand's highest-spending customer bases worldwide, which helps explain why the inaugural Black Badge Lounge landed on Wilshire Boulevard rather than elsewhere.
Globally, Rolls-Royce delivered 5,662 motorcars in 2025, and its all-time record of 6,031 vehicles was set in 2023, Autoweek reports. The Black Badge line, first introduced in 2016 as a darker, higher-performance alter ego to Rolls-Royce's traditional models, has grown to represent 25% to 27% of all global vehicle sales, according to a report republished by Forbes, with the lineup engineered to appeal to younger entrepreneurs who prefer driving themselves over being chauffeured.
A 1925 Phantom Joins the Party
The Petersen Automotive Museum lent a 1925 Phantom known as the Round Door to the opening celebration, a car that received custom coachwork from Jonckheere in 1934, according to duPont REGISTRY's reporting on the event. Its presence underscored the brand's century-long history of one-off commissions, a tradition the new atelier is meant to carry forward with modern tools.
That appetite for personalization extends beyond vehicles. Requests for tabletop pieces and boutique art objects rose 13%.
Part of a Wider Shift in Luxury Retail
The Beverly Hills debut follows a broader pattern of ultra-luxury automakers folding speakeasy-style social lounges into their dealerships rather than relying on conventional showroom floors. Modern luxury buyers increasingly expect private social environments rather than a traditional sales pitch, and Beverly Hills now stands as the model Rolls-Royce built that strategy around first.
