Bentley has announced 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 new showroom 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 chief executive, Bentley Motors, said: “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, board member for sales, marketing and aftersales, said: “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 showroom, 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.