POWERFUL, INDIVIDUAL AND EXQUISITE: BENTLEY CRAFTS NEW GLOBAL CUSTOMER ENVIRONMENT
- Official opening of ‘CW1 House’ – a striking new blueprint for Bentley’s global corporate identity
- New-look CI to be rolled out across global network from late 2014
- “A visualisation of the most exclusive customer experience”
- New facility blends traditional craftsmanship and contemporary design to showcase the best of British luxury performance
- Mulliner commissioning area exhibits breadth of personalisation available to customers
(Crewe, 5th November 2014) Bentley today unveils the blueprint for its new global corporate identity, with the official opening of CW1 House – a purpose-built flagship showroom concept at the company’s headquarters in Crewe.
The striking new design will be rolled out across Bentley’s global dealer network in a phased process starting in late 2014. In addition, the brand will open a number of flagship showrooms in major cities around the world including Dubai, Beijing, Los Angeles and London.
Wolfgang Dürheimer, Chairman and CEO, Bentley Motors, comments:
“Bentley gives customers around the world a bold, clear and contemporary interpretation of our vision and brand values, bringing our design language, craftsmanship and attention to detail into even sharper focus.”
Kevin Rose Member of the Board for Sales, Marketing and Aftersales, added: “One of our great strengths is the luxurious degree of choice we offer to our customers, so that every Bentley is tailored and individual. Our new showrooms, in particular the Mulliner commissioning suite, brings these choices to life, enabling customers to see and feel the breadth of what we can do – immersing them in the world of Bentley and fuelling their creativity. It offers a visualisation of the most exclusive customer experience.”
CW1 House gets its distinctive name from the British manufacturer’s postal code. The new design takes inspiration from the company’s 95-year history, while drawing on influences from the best in contemporary luxury.
Working to the same ‘powerful, individual, exquisite’ brief as the designers of Bentley’s luxury performance cars, the project team responsible for developing Bentley’s new customer environment has created a space with an impactful exterior presence regardless of its surroundings; a bespoke, uniquely British feel with a focus on personal commissioning; and one that is executed with Bentley’s signature craftsmanship and painstaking attention to detail.
The luxury materials which adorn the British luxury brand’s cars (notably leather, wood and polished metals)have been integrated into every feature of the design. The carpets are made from the same rich lambswool used in Bentley’s interior model carpets, the furniture is trimmed in Bentley leather, and customer commissioning areas are enveloped by contemporary solid oak panels. Seats, tables, display stands and the concierge coffee and champagne bar are all hand-trimmed with bespoke, highly polished stainless steel.
The Mulliner commissioning suite offers customers an exclusive, tactile and sensory experience in which to personalise their car. In addition to presenting a range of more than 100 paint colours, this central area of the facility exhibits some of the unique features commissioned by Bentley owners in the past, including unique accent trim materials such as ray skin, and a bespoke crystal decanter and matching glasses fitted behind the rear cabin armrest.
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Director of Communications
Corporate Communications Manager
Bentley Motors Ltd
Notes to editors
- Bentley Motors is the most sought after luxury car brand in the world. 2013 was Bentley’s record year in the company’s 95-year history. Bentley Motors’ headquarters in Crewe is home to all of its operations including design, R&D, engineering and production of the company’s three model lines, Continental, Flying Spur and Mulsanne. The combination of fine craftsmanship, using skills that have been handed down through generations, alongside engineering expertise and cutting-edge technology is unique to UK luxury car brands such as Bentley. It is also an example of high-value British manufacturing at its best. Bentley employs around 3,700 people at Crewe.
- For the design and construction of CW1 House, Bentley worked in collaboration with London-based marketing agency, Futurebrand.