With this week’s unveiling of the new Torcal, the fourth model line for the manufacturer and the first production BEV from Bentley, the storied British ultra-luxury manufacturer is at a turning point in its century-long history. Combining cutting-edge, futuristic electric vehicle technology and engineering with the elegant design, artisan craftsmanship, and sumptuous luxury that Bentleys have been known for throughout history, the Torcal represents something bold and new, while remaining true to what has made Bentley one of the most cherished names in the automotive world.
At the dawn of its new era, Bentley Motors has unveiled a new vision for its brand, as well as its retailers, and it is said to transform 220 Bentley retailers, which are located in 60 markets across the globe. The new visual identity has debuted at Jack Barclay, Bentley’s flagship retailer in London, which was established in 1927 and is the oldest Bentley retailer in the world. The namesake for Jack Barclay is John Donald ‘Jack’ Barclay, a racing driver whose fame originated in Bentley’s early days.
Deviating from a traditional showroom space, the new visual identity for Bentley is focused more on hospitality, with stunning architecture, digital features, and tactile materials combined in a way that brings together the exciting future of the brand with its rich heritage. The space is designed to create an unforgettable experience from configuration to experiencing materials, and especially during handovers and deliveries.
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The outside of the retail space features integrated lighting and Bentley’s iconic diamond pattern to help the space stand out on the street, and a curved glass entrance yields to a bar, welcoming guests in a more inviting manner than a traditional automotive showroom. The “Atelier” area features physical samples of materials and finishes, as well as a digital 3D configurator for customers to create spectacular commissions, and cars are displayed amongst gallery and lounge areas.
A dedicated handover area allows for a curated experience with special lighting and displays, whether a customer is seeing their new car for the first time or going on a test drive. Throughout the entire retail space, Bentley’s heritage informs the architecture, including curves inspired by the iconic wings, the diamond motif being featured throughout, or the color green being seen in several details. Adaptable for different locations, the new Bentley Motors visual identity seen at Jack Barclay will soon transform Bentley retailers around the world.
About the new retail concept, Bentley Motors Board Member for Sales and Marketing Christophe Georges commented, “Our retailers are one of the most important physical expressions of Bentley, and this new concept fundamentally rethinks how customers experience our brand in-person. Combining the craftsmanship and materials Bentley is known for with a more relaxed concept that feels less like a traditional automotive showroom and more like one curated for hospitality.” With its first BEV fully revealed and a new model in the lineup, Bentley’s new era calls for a new visual identity to match its splendor.
Image Source: Bentley Motors
