The challenge was to create an environment that worked both globally and locally, maintaining Bentley’s heritage, class and bespoke nature whilst also maintaining and encompassing local queues and traditions. The objective was to give Bentley a consistent design and quality across its global dealerships.

The design speaks of an organisation that is proud of its unique heritage but is dynamic and driving forward. The boutique has been a particular success and has proved popular with all visitors, and signifies Bentley’s work in strengthening their “Bentley Collection” portfolio of luxury branded goods. It is allowing Bentley to reach out to new customers, spread the Bentley brand message and generate revenue through a new channel. The project has been so successful that it has formed the basis of a new three-dimensional brand language for Bentley that will be witnessed over the coming months across touchpoints including dealer ship retail environments and motorshow stands.

The resulting environment has received praise from all quarters, as both a luxurious environment befitting to one of Britain’s most prestigious and iconic car makers; and as a physical expression of a revitalised brand and its direction for the future. The work is still being fully implemented across the globe, but those locations which have been completed have been highly successful and have achieved high levels of client satisfaction. In addition, the work won the prestigious Society of British Interior Design award for 2012.