{"id":7067680,"date":"2026-09-26T20:55:51","date_gmt":"2026-09-26T20:55:51","guid":{"rendered":"https:\/\/peraltafinancing.com\/entertainment\/art\/bentley-and-futurebrand-rethink-the-car-showroom-as-a-place-youd-actually-want-to-linger\/"},"modified":"2026-09-26T20:55:51","modified_gmt":"2026-09-26T20:55:51","slug":"bentley-and-futurebrand-rethink-the-car-showroom-as-a-place-youd-actually-want-to-linger","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=7067680","title":{"rendered":"Bentley and FutureBrand rethink the car showroom as a place you’d actually want to linger"},"content":{"rendered":"


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When I think of car showrooms, large-format white tiles immediately spring to mind. The smell of leather and coffee. Desks with suited salesfolk, scattered in random directions, looking your way eagerly. Plush new vehicles set along a line in front of huge glass windows. Ceilings as high as a warehouse. In fact, the last time I was in such a place it was at Volkswagen in L’Isle-sur-la-Sorgue, getting our camper van fixed. And very good they were, too.<\/p>\n

What I’d never expect is a place that feels more like an airport first-class lounge than an actual place that sells cars. But that’s the exact aesthetic Bentley has gone for in a new global concept store in London. I mean, come on. It’s Bentley. Of course<\/em> they’re going to go all-out luxury. Their market isn’t exactly watching the pennies.<\/p>\n

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\"Bentley<\/figure>\n<\/div>\n

Bentley Motors worked with FutureBrand on the new experience, unveiled at the carmaker’s London flagship dealership, Jack Barclay. The brief was, quite simply, to make it feel more like hospitality. Or, as Bentley puts it, mirror the “calm sophistication of one of its own interiors”. Good grief. This is where feelings of envy and inadequacy set in, but I have to remind myself that I deliberately chose a less lucrative career path, so I’ll just enjoy writing about it for now.<\/p>\n

A slower approach<\/h2>\n

Of course, the whole thing is designed as a journey. When you’re spending this much on a vehicle, you’ll naturally want to feel appreciated. You arrive through what FutureBrand calls a “serene portal” \u2013 you know, the feeling you might have when your mortgage is finally paid off. A “welcome bar” greets you first, presumably where you’re given a glass of champagne? And then you move through a sequence of lounges and “lifestyle moments” intended to slow you down and enjoy the experience.<\/p>\n

\n
\"Bentley's<\/figure>\n<\/div>\n
\n
\"Curved<\/figure>\n
\"Colourful<\/figure>\n<\/div>\n
\n
\"Green<\/figure>\n<\/div>\n

Bentley’s design cues are woven through the architecture instead of being stuck on walls as an afterthought. There are forms inspired by the curve of the famous Bentley ‘B’, and a diamond motif that echoes both the matrix grille and the quilting you find inside the cars. It’s something that also runs through the materials and lighting. It’s detail for detail’s sake, but appreciated by those considering such an investment.<\/p>\n

The deeper experience<\/h2>\n

There are two spaces that interest me most. The first is the Atelier, which is a commissioning room for customers to explore leathers and veneers, plus all the materials they might choose, all around a central table which comes with an adaptive digital interface. I’m guessing this means you can build your bespoke Bentley and see it on screen before it’s made.<\/p>\n

The second is the Living Theatre, a dedicated room that swaps the traditional handover for a “multi-sensory reveal”. That means lighting, screens and personalised media coming together for what is presumably a cinematic moment. It’s like having someone throw back a silk cover to unveil the vehicle underneath.<\/p>\n

\n
\"Rows<\/figure>\n<\/div>\n
\n
\"A<\/figure>\n<\/div>\n

“The best work comes from true collaboration,” says George Gottl, chief creative officer of spatial design at FutureBrand. “Together with Bentley, we’ve created an experience that brings architecture, digital, craft and service into one Bentley world. I’m incredibly proud of our team and the trust Bentley placed in us to help shape a concept with global ambition, while making every detail feel unmistakably Bentley.”<\/p>\n

More plans in the works<\/h2>\n

Jack Barclay is quite the compact site. But the system made by FutureBrand is designed to scale. The agency has developed a flexible kit that means the same concept can be used elsewhere, no matter the size of the space. And that’s helpful, given Bentley has a network of more than 220 retailers in over 60 markets.<\/p>\n

\n
\"White<\/figure>\n<\/div>\n
\n
\"Bentley<\/figure>\n<\/div>\n

“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,” says Christophe Georges, board member for sales and marketing at Bentley. “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.”<\/p>\n

The new concept will now roll out across Bentley’s network worldwide.<\/p>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"

When I think of car showrooms, large-format white tiles immediately spring to mind. The smell of leather and coffee. Desks with suited salesfolk, scattered in random directions, looking your way eagerly. Plush new vehicles set along a line in front of huge glass windows. Ceilings as high as a warehouse. In fact, the last time […]<\/p>\n","protected":false},"author":1,"featured_media":7067681,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[100],"tags":[10762,1075,228835,11186,7942,30418,112608,27395],"dealstore":[],"offerexpiration":[],"class_list":["post-7067680","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-art","tag-bentley","tag-car","tag-futurebrand","tag-linger","tag-place","tag-rethink","tag-showroom","tag-youd"],"yoast_head":"\nBentley and FutureBrand rethink the car showroom as a place you'd actually want to linger - Som2ny Network<\/title>\n<meta name=\"description\" content=\"Unveiled at London's Jack Barclay this week, the new global concept swaps the traditional forecourt hard sell for lounges, a materials atelier and a &quot;cinem...\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=7067680\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Bentley and FutureBrand rethink the car showroom as a place you'd actually want to linger - 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