BENTLEY MOTORS PRESENTS ITS NEW SIGNATURE DESIGN FOR PHYSICAL BRAND SPACES – A CONTEMPORARY INTERPRETATION OF ITS ICONIC DIAMOND GRAPHIC

• Bentley Motors creates a new signature design for all its physical brand spaces, both temporary and permanent across the world – a celebration of craft, form, materiality and experience
• A celebration of the flawless Bentley design DNA – design excellence joining innovative, sustainable materials with elegant, contemporary shapes, a true lightness of form
• Seen at the 2023 Shanghai Motor Show and the Bentley Cube in Seoul, the new design language will be introduced at Crewe Headquarters providing both customers and colleagues a truly immersive Bentley experience 
• The modern designs have been created by the Bentley Design team in Crewe and built by UK craftspeople

(Crewe, 22 June 2023) Bentley Motors launches a new signature design for its temporary and permanent event spaces across the world. Designed as an immersive experience that is instantly recognisable – a remarkable fusion of artistic brilliance, design innovation, and sustainability.

This new adaption is in line with Bentley Motors design DNA, which is historically expressed in all cars as well as in Bentley Home and Bentley Residences. It will support global creatives, collaborations and deliver a transformational experience for all those who encounter the luxury brand. 

The design language is bold, contemporary yet timeless, reflecting the direction of the brand. The key element is an ‘embedded diamond’ – a subtle nod to the iconic diamond graphic within the Bentley brand that has been utilised in the car through its rich 104-year history. The dynamic outer forms of the embedded diamond are inspired by the lines of the iconic Bentley grill. The inner vertical veins of the structure are aligned to reveal a layer of hidden or ‘embedded’ diamonds within the space. 

Bentley is world renowned for the high level of craftsmanship in each car, a process that has equally gone into this project. As well as materiality – ethically and locally sourced woods, colour is a key consideration with wellbeing as a key component. A neutral calming palette, which includes natural planting and greenery, bring biophilic design to the fore.

Caren Jochner, Head of Brand Experience at Bentley said, “We are committed to creating an exclusive customer experience outside of the Bentley showroom utilising design excellence, harnessing form and materiality sustainably. The embedded diamond is a recognisable mark for the brand in the world beyond the vehicle. By supporting local design talent and embracing local materials we have created a reusable home for the luxury car brand regardless of location.”

Chris Cooke, Head of Design Collaborations at Bentley said, “Born from simple clean lines, a respect for materials and craft, this new design DNA is a bold, contemporary yet timeless aesthetic with sustainability at its heart, which reflects our future direction. The instantly recognisable design brilliantly combines our relentless pursuit of innovative sustainable materials to provide finishes that are truly unique in shapes, inspired by the flowing lines and elegant curves of a Bentley car with expert craftsmanship and comfort.” 

Latest projects showcasing the new signature design include modular events kits designed entirely for repurpose to ensure a long lifespan, created to be redeployed for different events and locations across the world. 

Earlier this year, the new signature design was showcased at the 2023 Shanghai Motor Show. With a stand born from simple clean lines and curved forms featuring the embedded diamond, the new design language was translated into a digital animation on a large screen that acted as entry point to the exclusive, invitation-only areas of the stand. 

In March 2023, Bentley Seoul celebrated the grand opening of the Bentley Cube in Cheongdam, Seoul with a world-first iteration of a new retail concept featuring the new design concept.

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