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'
Jeremy has been a journalist for 30 years, 20 of which have been in business-to-business automotive. He was a writer and news editor on AM-sister brand Fleet News for three years before setting up the AM website. For the last five years he has been Bauer B2B’s head of digital helping to manage the digital assets of AM, together with Fleet News, Commercial Fleet, Rail and Smart Transport.
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