Bentley throws the doors of its newest purpose-built flagship showroom concept. The British luxury automaker has officially opened the CW1 House at the company’s headquarters in Crewe. To deliver the most exclusive customer experience, Bentley is promoting the new design to strengthen its global corporate identity. CW1 House is christened after 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.
The development team has matched up with the designers of Bentley’s luxury performance cars to deliver the same ‘powerful, individual, exquisite’ experience. The material used in the interiors of CW1 House match up with the luxury materials like leather, wood and polished metals which adorn the Bentley cars. Other features that match up are the carpets that are made from the same rich lambswool used in Bentley’s interior model carpets. Even the furniture is trimmed in Bentley leather and customer commissioning areas are enveloped by contemporary solid oak panels. Bentley-styled furniture comprising of seats, tables, display stands as well as the concierge coffee and champagne bar are all hand-trimmed with bespoke, highly polished stainless steel.
Bentley also states that the Mulliner commissioning suite offers an exclusive, tactile and sensory experience to personalize cars. In addition to presenting a range of more than 100 paint colors, this central area 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.
The new design will be rolled out across Bentley’s global dealer network in late 2014. Bentley also plans to open a number of flagship showrooms in major cities around the world including Dubai, Beijing, Los Angeles and London.
