Bentley has unveiled a new visual identity, reinventing its traditional automotive showrooms.
Making its debut at Jack Barclay, Bentley’s flagship retailer in London, the new concept has transformed the showroom into a more immersive and digitally connect luxury environment.
Bentley board member for sales and marketing, Christophe Georges said: “Our retailers are one of the most important physical expressions of Bentley, and this new concept fundamentally rethinks how customers experience our brand in-person.
“Combining the craftsmanship and materials Bentley is known for with a more relaxed concept that feels less like a traditional automotive showroom and more like one curated for hospitality.”
Bentley’s global network spans more than 220 retailers in over 60 markets.
All showrooms will adopt the new retail concept which moves away from the conventional linear showroom in favour of a hospitality-inspired space designed for discovery and personalisation.
Inside, a curved glass entry leads customers towards a bar, replacing the traditional reception desk.
The Atelier allows customers to explore an extensive palette of leathers, veneers, finishes and colours.
Physical samples are complemented by digital tools, including a 3D car configurator connected directly to an LED wall.
Cars are framed within gallery and lounge areas, creating a more relaxed environment rather than the conventional rows of showroom cars.
Dedicated handover areas offer customers an immersive setting.
