Bentley swaps showroom rows for lounges, bar at flagship location

Bentley’s new retail concept debuted at Jack Barclay in London. Image credit: Bentley Motors British automaker Bentley is rethinking how clients experience the marque in person. The company has introduced a new global retail concept that trades the traditional linear showroom for a hospitality-inspired environment built around personalization. Debuting at Jack Barclay in London, the design will eventually shape Bentley’s network of more than 220 retailers across more than 60 markets. “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,” said Christophe Georges, board member for sales and marketing at Bentley, in a statement. Hospitality first Established in 1927 and named for 1920s Bentley racing driver John Donald “Jack” Barclay, the London retailer is the oldest Bentley dealership in the world. A new facade uses integrated lighting and a reworked version of the marque’s diamond pattern. Inside, a curved glass entry leads guests to a bar, which stands in for the traditional reception desk. At the center of the space is the Atelier, which brings materials from Bentley’s Crewe factory onto the retail floor. Clients can compare leathers, veneers, finishes and colors in person before viewing their specifications on an LED wall linked to a 3D configurator. A new global retail concept that trades the traditional linear showroom for a hospitality-inspired environment built around personalization. Image credit: Bentley Vehicles are displayed in gallery and lounge settings rather than rows, while dedicated handover areas use digital displays and curated lighting for deliveries and test drives. Curved forms reference the winged logo and the diamond motif recurs across architecture and materials, while Bentley Green appears throughout. Light is treated as a “fourth material,” guiding visitors through the space. The modular format can be adapted to different sites and architectural requirements. The reveal arrived one day after the launch of Torcal, Bentley’s first fully electric model line. Other automakers are also reworking physical retail. German automaker Mercedes-Benz opened Mercedes-Benz Studio Los Angeles in July, a private space where clients work one-on-one with product experts on bespoke specifications (see story).