ABOUT

CHALLENGE

Bentley had reached a very important time for the company as they planned significant growth in the coming years, they realised that updating their global brand DNA was a key part of that journey. Bentley challenged FutureBrand to help them better understand the emerging global luxury consumer and redefine how Bentley looks, feels, and communicates with them, with the work starting at the heart of the company; the Bentley Headquarters in Crewe.

SOLUTION

Crewe is the ‘Home of Bentley’, and as such it should represent and communicate the unmistakeable special quality that defines Bentley and what it means to own one. With this in mind, FutureBrand created branded environments for the reception and meeting spaces that combine all the hallmarks of Bentley’s contemporary luxury design values – Exquisite, Powerful, Individual. Fine Bentley materials are showcased in the bespoke furniture, traditional Bentley veneers and hides are prominent throughout, whilst the unique skills of Bentley’s craftsmen and women are embodied in handcrafted furniture that echo the graceful lines of a Bentley car, allowing the customer to experience the richness of Bentley through the celebration of detail. The space fuses modern technology with physical touchpoints to engage, entertain, and tell the ‘World of Bentley’ story. Using our knowledge of luxury retail experiences, FutureBrand also developed an innovative new concept, the Bentley Boutique, placing them on a par with world-class luxury retail branded experiences. The Boutique strengthens them as a luxury brand as opposed to a super premium automotive brand. The Bentley Boutique has since doubled its forecasted turnover targets and is rolling out into retail dealerships.

RESULTS

The Society of British Interior Design (SBID) announced FutureBrand as “Overall Winner” at their prestigious 2012 International Design Awards, in recognition of the redesigned reception entrance area at Bentley Motors’ Headquarters in Crewe.