The new concept needed to reflect a timeless design that moves Bentley in a more contemporary and innovative direction, creating a statement that draws from the world of luxury. It had to make a unique and clear architectural statement and reference the Bentley DNA visually, whilst reflecting their Brand essence “Driving Luxury Performance”. The stand also needed to reflect brand authenticity through the use of high quality materials/finishes whilst embracing modern technology for an interactive customer experience. More practically, the project required a challenging modular design approach for easy adaption in the varying motor shows around the world.

The ambition was to build a stand that would be just as at home on 5th Avenue, the Champs Elysee as in any motor show. The design themes were taken quite literally from the car itself. The Character lines that have always been integral to the Bentley car surface design were transposed onto the architectural forms and shape to invite the visitor into the heart of the stand. So too Bentley's famous diamond pattern detail as used in the seats, internal upholstery and grille inspired the detailing in the show stopping glass facade.

“I can honestly say that this is truly a first class representation for Bentley, the finished product is totally befitting of our brand, this I believe is an example of the very best luxury automotive brand representation out there today” Steven Egan, Marketing Operations Manager, Bentley. Since the launch of the new stand, there has been a large increase in sales at the innovative 'Bentley Boutique', as well as an increase in the amount of cars commissioned and referrals to dealers. Strategically, this branded experience completes a coherent Bentley design language implemented following our work at their HQ in Crewe.