Bentley is opening a new luxury personalisation studio in Westfield London.

Bentley Studio London is located in The Village and provides a glimpse behind the walls of the luxury car brand’s factory in Crewe, with the emphasis on the craftsmanship displayed there.

Build materials such as wood and leather sit alongside cutting-edge facial recoginition technology to help customers specify their perfect car, illustrating the breadth of customisation options available.

Sarah Simpson, regional director UK, said: “Configuring a Bentley is an intensely personal experience; like fine tailoring and couture fashion, it is a reflection of your personality and taste, so a location next to other luxury brands in the Westfield Village is a natural fit for the Bentley brand.

“Bentley Studio London is an immersive and highly-interactive brand experience, bringing the craftsmanship of our factory in Crewe and vast array of options available to a new luxury consumer group.”

Bentley’s Inspirator app is installed at the studio to allow visitors the opportunity to engage with the brand.  

Using ‘emotional recognition’ technology, users are guided through a film that is shaped, directed and inspired by their facial and emotional reactions.

Based on your measures of engagement – captured by the device’s camera – a bespoke Bentayga or Mulsanne is recommended.

Video: Bentley Inspirator - 'a luxury commissioning experience'