- New retail concept will transform how customers experience Bentley across more than 220 retailers in over 60 markets worldwide
- New visual identity and interiors reinvent the traditional automotive showroom with clear a focus on personalisation
- Digitally enabled environment connects physical materials, personalisation and immersive content throughout the customer journey
- New concept makes its debut at Bentley’s flagship retailer in London, Jack Barclay, with further global Bentley retailers to follow
- Revealed following yesterday’s launch of Torcal, Bentley’s new model line and the marque’s first fully electric vehicle
Bentley has unveiled a new global retail concept, transforming the traditional automotive showroom into a more immersive, digitally connected luxury environment. Making its debut at Jack Barclay, Bentley’s flagship retailer in London, the new concept will ultimately shape the customer experience across Bentley’s global network of more than 220 retailers in over 60 markets.
Established in 1927, Jack Barclay in London – named after the famous 1920s Bentley racing driver John Donald ‘Jack’ Barclay – is the oldest Bentley retailer in the world and therefore a fitting location for the new retail concept to debut.
Paying homage to Bentley’s rich 107-year heritage, while balancing its evolving brand identity and the changing expectations of customers today, the new retail concept moves away from the conventional linear showroom in favour of a hospitality-inspired space designed for discovery and personalisation. Sculptural architecture, tactile materials and digital technology combine to create a more intuitive customer journey, whether configuring a new Bentley, exploring craftsmanship and materials or experiencing the moment of handover with a personally commissioned new car.
A new architectural façade establishes a distinctive Bentley identity from the street, using integrated lighting and a reimagined version of the marque’s diamond pattern. Inside, a curved glass entry leads customers towards a bar, replacing the traditional reception desk with a more informal hospitality-inspired arrival.
At the heart of each space is the Atelier, bringing the craftsmanship found in Bentley’s Crewe factory into the retailer and allowing 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, allowing customers and retailers to move seamlessly between tactile and digital elements as their individual commission comes to life.
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 an immersive setting for customers to meet their meticulously crafted new Bentley or begin a test-drive, using digital displays and curated lighting to build excitement around the experience.
The concept itself reinterprets familiar Bentley design signatures in new ways. Curved architectural forms take inspiration from the winged logo, the marque’s diamond motif appears throughout architecture and materials, Bentley Green is a recurring visual thread, while light is treated as a ‘fourth material’, guiding customers through the space and highlighting key features.
Bentley’s Board Member for Sales and Marketing, Christophe Georges says: “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.”
Designed as a modular concept, the new retail identity can be adapted to different locations, formats and architectural requirements, while delivering a consistent Bentley experience across the global network.
