DURING THE summer I was invited to Rolls- Royce Motor Cars’ unveiling of its latest bespoke offering, the Spectre Inspired by Primavera. Scheduled for delivery in spring 2026, this new series comprises three distinct expressions – Evanescent, Reverie and Blossom – each reflecting a unique interpretation of spring. Yet, while noting its design features, which encapsulate the essence of the season through exquisite details and bespoke features, the real showcase was a craftsmanship and design that take centre stage.
I spoke with Martina Starke, head of bespoke design, to learn about the meticulous processes that define this luxurious series. Starke discusses the collaborative efforts of her talented design team at Goodwood, where artistry meets innovation, the importance of storytelling in creating vehicles that resonate with clients on a personal level, and the route that led her to work with one of the most desirable brands in the world.
In our conversation, Starke not only highlights the intricate craftsmanship that goes into each Rolls-Royce but also addresses the brand’s commitment to preserving traditional skills in an evolving automotive landscape, including Rolls-Royce’s apprenticeship and graduate programme, both accommodating a large cohort of interns starting each year. And as the luxury market continues to evolve, the Spectre Inspired by Primavera stands as a testament to Rolls- Royce’s dedication to bespoke design, ensuring that each vehicle is not just a mode of transport, but a unique expression of its owner’s vision and lifestyle.
Thanks for joining me, Martina. I’d like to start with you providing a brief overview of what it is you do at Rolls-Royce.
Certainly. I’m the head of the design team here at Rolls-Royce, responsible for all bespoke projects. Our team consists of 25 to 30 designers based in Goodwood, along with additional designers in private offices in Shanghai, Dubai, Seoul, and New York.
Could you also share a brief overview of your work and educational history? I’m interested in the path that led you to become the head of bespoke design at Rolls-Royce, which I consider a pretty cool job.
I began my career as a designer at the BMW Group in 2001, starting in the automotive industry. I progressed to lead designer for several projects, then became head of individual design at BMW. After a few years, I took on the role of head of colour and materials for all BMW cars, followed by head of brand vision and BMW design, focusing on design detail and colour. For the past five years, before joining Goodwood [the home of Rolls-Royce in Sussex, UK], I was the director of Design Works Munich, a subsidiary of BMW Group design that works across various industries, including automotive, aviation and rail.
I was invited to Goodwood to lead the bespoke design team due to my extensive experience, particularly in client interaction across different industries. I’ve been here for a year and a half now, and I can confidently say this is the pinnacle of automotive design.
That’s amazing! And something I can tell you are passionate about. I am particularly impressed by the Spectre Inspired by Primavera’s design and craft detailing. Can you talk through the design processes that you and your team undertake at Goodwood?
Every project begins with a briefing or project idea. For Primavera, we drew inspiration from spring, discussing themes like blossoming trees and special light. The team creates a narrative around these inspirations, as storytelling is crucial. We developed three different themes, focusing on a light introduction with colour accents, and explored how to visually represent concepts like cherry blossoms.
One of our talented designers creates sketches. We decided to incorporate these motifs into the Blackwood veneer, ensuring a sophisticated interpretation. We also integrated the design into headrests, embroidered details, and illuminated tread plates, curating everything elegantly. Collaboration is key; our designers work closely together, sharing ideas and striving for perfection. This teamwork is essential for achieving the best results.
I imagine that a roomful of exceptionally talented individuals, working for such a prestigious brand, must be an inspiring place to work. Regarding the cars you design, how many are bespoke versus standard production models?
That’s a great question. Bespoke requests have been increasing significantly. When bespoke design began 25 years ago, there was typically one designer; now, we have 25 to 30. Our team comprises individuals with diverse skills, including automotive, interior, fashion, textile, and product design.
For example, when designing Primavera, our textile or pattern designers contribute valuable insights. We ensure that our team collaborates effectively, as it’s essential for achieving the best outcomes.
It sounds like a dynamic environment.
Absolutely. We also have artisans in-house, and collaboration with them is vital. For instance, when it comes to embroidery, our designers must communicate with the artisans to understand the capabilities of the machines. This collaboration extends to all aspects of design, ensuring we maintain high standards of craftsmanship.
I’m particularly interested in Rolls-Royce’s investment in craft skills. How do you attract talent for such unique roles?
Rolls-Royce places great emphasis on apprenticeships, particularly in production, to support and preserve traditional craftsmanship. We also have internships for university graduates, allowing us to identify future talent. Currently, we have three interns, and we invest significantly in their development. This not only benefits them but also enriches our team with fresh perspectives and knowledge of new technologies.
Would you say that Rolls-Royce supports craftsmanship, and specific skill sets within the industry that are otherwise fading?
Yes, we have a unique approach to production, combining technology and human skills.
While some may argue that AI and machines can replace craftsmanship, we believe there’s immense value in human touch and storytelling. Our clients appreciate the relationships and craftsmanship that come with a Rolls-Royce.
I’m keen to understand client expectations when ordering a car. Do most clients request bespoke options, or is there a mix of standard production models?
It’s a mix. Some clients may simply want a standard model, while others are eager to explore bespoke options. The process often begins with a conversation with our experience managers or sales team, where clients express their desires. We then engage in a dialogue to understand their vision and how we can bring it to life.
Is bespoke design a more recent addition to Rolls-Royce’s offerings, or has it always been part of the brand’s history?
Historically, bespoke design has been part of Rolls-Royce, with custom coachbuilt designs for clients. However, it has become more accessible to a broader audience in recent years, leading to increased demand. This growth is reflected in our recent site extension and investment in production capabilities.
Thank you for your insights. I appreciate your time today.
Thank you for your time as well. I’m really proud of what we are doing here as a company, and also, as a woman. It is great.
