As You Like It: Customisation, Part 1 of 3
With one-to-one consultations, custom craftsmanship and state-of-the-art finishes, Range Rover’s SV Bespoke Commissioning service delivers a level of personal expression and aesthetic innovation befitting of one of Britain’s finest luxury brands.
1.
The Curation
In 1971, a Range Rover was the first car exhibited in the Louvre – proof that its form matched its function. More than 50 years later, that same spirit of artistry informs the SV Bespoke service.
The experience begins at Range Rover’s Bespoke Commissioning Suite, near its design and engineering HQ in the British Midlands. Clients are welcomed into a space akin to an architect’s studio where conversations establish what they hope to create. The possibilities are boundless. More than 10,000 paint finishes can be colour matched to favourite objects. Leathers hang alongside sustainable non-leathers, each selected for tactility and longevity. Personalised designs can be applied via machine embroidery, hand painting or laser etching. “The scope and choice are second to none,” says bespoke client liaison Joseph Jeffrey.
Subtle refinements
Yet SV Bespoke is not about ostentation. It is about refinement, applied with precision to a design classic. “Our Range Rover clients are connoisseurs,” says Jeffrey. “They have exquisite taste and they’re often just changing a few elements.” For some, discretion is paramount; a personalised interior that reveals little to the world outside. What distinguishes the process is dialogue. “We draw inspiration from our clients,” says Jeffrey. “We have a world-class design team but sometimes our clients will surprise us.”
The outcome is a singular vehicle – a vivid expression of its owner’s vision, destined to be lived with as much as admired. One of one, realised one-to-one.
2.
The Customisation
Designing a car, like curating an outfit, is an act of intention. Every detail tells a story. Range Rover’s SV service was created for those who value the quiet eloquence of great materials.
At Studio 5, the hub of Range Rover’s bespoke customisation process, there’s a constant dialogue between tradition and technology. Intricate designs are hand-painted to order as machines 3D knit textiles for tailored tactility. “Every material finish combination is carefully considered to ensure that it aligns with our brand principles,” says materiality manager Swati Dhanda. Her team forecasts global design trends, explores new technologies and develops innovative partnerships. Sustainability underpins this vision: Kvadrat fabrics, for example, embody a cradle-to-cradle philosophy, ensuring materials are chosen for both beauty and longevity.
Storied details
This ethos reaches its fullest expression in Range Rover’s one-of-one editions. The SV Bespoke Sadaf was inspired by the traditions of Gulf pearl diving while the SV Asilomar reflected California’s Monterey Bay in its Liberty Blue leather interiors and a duo-tone gloss fade. “This is not just a random mix of finishes,” says Dhanda. “This is about enabling individual expression and regional storytelling through materiality, tonality and detail.”
Each edition is unmistakably Range Rover, yet entirely unique. They affirm SV’s philosophy that bespoke is not about ornament, but essence. It is the ability to refine, to innovate, and to create something meaningful.
3.
The Reveal
Luxury is most powerful when it feels personal. The SV Bespoke process concludes with an invite to Range Rover Studio: a welcome lunch, a cinema presentation, a first glimpse of your new vehicle.
Block 1, the birthplace of Range Rover, can be seen from the window, a reminder of the proud history of this prestigious marque. JLR’s chief creative officer Gerry McGovern designed the Range Rover Studio to add a layer of ceremony and extra frisson of anticipation to the handover process. “We’ve invested in more immersive Luxury is most powerful when it feels personal. The SV Bespoke process concludes with an invite to Range Rover Studio: a welcome lunch, a cinema presentation, a first glimpse of your new vehicle. and intuitive customer journeys, digitally and physically, so that the act of creating a bespoke Range Rover is as refined and rewarding as the product itself,” he says. “Ultimately, it’s about offering more than a vehicle. It’s about delivering a modern luxury experience: crafted, considered and utterly personal.”
