The iconic Rolls-Royce brand will open a new ‘boutique’ in the heart of Bangkok, Thailand. This is the first time the British luxury carmaker is reaching out directly to its customers at an upmarket luxury mall in Asia.

“We’re the world’s ultimate luxury brand, so we should appear alongside other luxury brands,” Rolls-Royce CEO Müller-Ötvös said. “In Seoul, for example, our dealer is located alongside Louis Vuitton and Prada, not on the typical car-dealer mile.”

The new boutique will feature additional Rolls-Royce products and complement the other Rolls-Royce Rama 3 showroom in Bangkok, a two-storey seven-car showroom with a special delivery room for customers.

The launch of the new boutique will bring the total number of Rolls-Royce showrooms in the Asia Pacific region to 27.

In January, Rolls-Royce posted record sales for 2011, noting that Asia-Pacific sales for the year were up by 47 percent year on year.

Roll-Royce joins the other luxury car brands that are upgrading the automotive retail experience by opening showrooms in retail hubs. In July, German car brand Audi launched a space in the heart of London near Piccadilly Circus.

Its first digital showroom, the Audi City is designed in a way that can digitally present Audi’s entire line of cars in a compact space. German car maker BMW also unveiled in June its flagship BMW i showroom, located at London’s upscale Park Lane.