Bentley has introduced a new global retail concept that replaces the conventional car showroom layout with a more hospitality-led approach.
The format has made its debut at Jack Barclay, Bentley’s flagship London retailer, and will eventually be adopted across the carmaker’s network of more than 220 retailers in over 60 markets.
Jack Barclay was established in 1927 and is Bentley’s oldest retailer. It is named after John Donald “Jack” Barclay, a Bentley racing driver during the 1920s.
The redesigned showroom moves away from rows of display cars and a traditional reception counter. Customers instead enter through a curved glass entrance leading towards a bar, while cars are displayed within gallery and lounge areas.
Bentley has also introduced an Atelier where buyers can examine leather, veneers, finishes and paint colours before specifying a car.
Physical samples are paired with a 3D vehicle configurator linked to an LED wall, allowing customers to see different configurations while comparing the actual materials being offered.
The exterior gets a new façade with integrated lighting and a revised interpretation of Bentley’s diamond pattern.
Several familiar Bentley design elements have been worked into the interior. Curved forms reference the company’s winged emblem, Bentley Green appears throughout the space and lighting is used to guide customers between different areas.
Dedicated vehicle handover spaces use lighting and digital displays for new-car collections and the start of test drives.
Bentley board member for sales and marketing Christophe Georges said retailers were among the company’s most important physical points of contact with customers.
He said the new format combines Bentley’s traditional emphasis on materials and craftsmanship with a setting intended to feel less like a conventional automotive showroom.
The design is modular rather than tied to one building format. Bentley said this will allow retailers in different markets to adapt the concept to their existing sites while retaining the main design and customer-experience elements.
The retail overhaul also comes as Bentley starts a new product chapter with the Torcal, its newly launched electric SUV and first all-new model line in a decade.
The Torcal joins the Continental GT, Flying Spur and Bentayga ranges and introduces Bentley’s latest design direction alongside an all-electric powertrain.
