Bentley

For more than a century, Bentley has been defined by extraordinary automative craftsmanship. Our opportunity was to bring that same level of consideration and personalisation beyond the car itself and into the retail experience, so that Bentley’s standard of excellence could be experienced in every customer encounter. Reinventing the traditional automotive showroom experience and positioning Bentley at the forefront of luxury retail.

Continuing a partnership spanning more than a decade, FutureBrand worked with Bentley to move away from conventional showrooms with rows of cars towards a more immersive, digitally connected luxury environment. Designed around discovery and meaningful personalisation, galleries and lounges offer a more relaxed way to explore the cars, the Atelier brings the craftsmanship of Bentley’s Crewe factory into the commissioning process, and dedicated handover areas offer an immersive setting for an unforgettable moment when customers meet their personally commissioned Bentley for the first time.

The design of the space pays homage to Bentley’s rich heritage, translating familiar brand signatures into distinctive spatial codes. Curved architectural forms take inspiration from the winged logo, the marque’s diamond motif is reimagined across architecture and materials, Bentley Green provides a recurring visual thread, while light becomes a ‘fourth material’ that shapes and guides the experience.

Debuting at Jack Barclay in London, the world’s oldest Bentley retailer, the new concept establishes a new physical expression of the brand. Designed as a modular global system, it can adapt to different locations, formats and architectural requirements while creating a consistent Bentley experience across more than 220 retailers in over 60 markets.