Before there is a sketch, there is a story. Before there is a commission, there is a conversation.

At the Rolls-Royce Private Office Seoul, Domagoj Dukec, Director of Design at Rolls-Royce Motor Cars, sits down with Design Pataki’s Founder and Editor-in-Chief, Esha Gupta, to discuss what happens when design begins with listening: to a client’s aspirations, cultural influences, and personal world. Their conversation moves from the evolving meaning of luxury to the role of craftsmanship, culture, and the question of how personal a Rolls-Royce can become. Dukec offers a rare insight into how Rolls-Royce continues to evolve its design language without compromising the timeless principles that make the marque instantly recognisable. 

Design Pataki: Domagoj, we’re in Seoul at the Rolls-Royce Private Office. How is the Seoul Private Office different from any of the others around the world?

Domagoj Dukec: Actually, it’s our youngest Private Office. It was the last one we opened. It is different because the region is so diverse. It’s not just about representing South Korea; it’s about the whole Asia-Pacific region, which includes Japan, India, New Zealand, Australia, Indonesia, and beyond. So it’s very diverse—you have, actually, all cultures. And that makes it very different from the Private Office in New York or Dubai. The Middle East, I would say, is culturally closer together than the Asia-Pacific region.

Design Pataki: In terms of the services offered, is there any difference?

Domagoj Dukec: No, nothing. It’s the same because what we try to do in the Private Office is to have a very intimate, one-on-one discussion with our clients. We are producing only 5,000 to 6,000 cars per year. If you think about high luxury, this is super rare. Here, we have the opportunity to talk directly to the client. As a cook, it’s the best you can—you can cook the best meal if you know who’s eating it. And this is possible at the Rolls-Royce Private Office. 

Design Pataki: When it comes to design and customisation, is there anything that Rolls-Royce says no to?

Domagoj Dukec: Not a lot. Only when it’s technically impossible. These are Rolls-Royce cars, so they have to be homologated. If there are wishes that are not technically possible, we have to say no. But we don’t say “NO” directly. There are also certain requests that may not align with the perception of the brand. We have a responsibility to protect and strengthen what Rolls-Royce stands for, so there are certain boundaries. But we would never show that limit to our clients directly. We interpret their wishes in a way that we know will work for us technically.

I think the secret is not just to design the car; it is to design the experience. I’m a product designer, I’m a car designer, but working for Rolls-Royce is very different because it’s not just about designing the product; it is about how to create an experience. Also, for each product, we have different offers. If it’s a Coachbuild commission, the client should experience a Rolls-Royce experience, but in different ways. It’s not just about the price of that experience; it’s about what I will experience or how I get to the final result.

And we don’t ask our clients, “Which colour do you like?” We ask them about their family, their lives, and what kind of experience they want to have with their car. By simply having those conversations and getting to know our clients, we can create an offer that they often can’t resist, and they love it. And this is what the experience is about: helping clients understand that the approach we take and the kind of offer we can create for them are unparalleled in the luxury world. 

Design Pataki: Talking about secrets, what’s the Domagoj design secret sauce?

Domagoj Dukec: I might think a little differently from some other chief designers, but there is no secret sauce. And it’s not about my taste.

Of course, anything that comes out is often judged directly on the responsibility of someone. But if you want to be successful, especially in design, you have to listen to clients, to customers. And here at Rolls-Royce, you can. On one hand, I have to ensure that the brand remains relevant for the future. In that sense, I serve not only the client but also the brand, creating products that are designed to feel timeless. I also consider what kind of luxury the brand wants to embody—whether it should feel more emergent or more rooted in heritage. On the other hand, I serve the client by translating his personality and aspirations into a personal expression of himself through the Rolls-Royce he has always desired.