Bentley has introduced a new global retail concept designed to feel less like a traditional car showroom and more like an immersive, digitally connected hospitality space, debuting at Jack Barclay, the brand’s flagship London retailer.
The concept is set to eventually shape the customer experience across Bentley’s full network of more than 220 retailers in over 60 markets. Jack Barclay, established in 1927 and named after 1920s Bentley racing driver John Donald “Jack” Barclay, holds the distinction of being the world’s oldest Bentley retailer, making it a fitting location to launch the redesign.
From Linear Showroom to Hospitality Space
The new design moves away from the conventional row-of-cars showroom layout in favor of a space built around discovery and personalization, combining sculptural architecture, tactile materials and digital technology to guide customers through configuring a car, exploring materials and craftsmanship, or experiencing the handover of a finished commission.
A new architectural façade uses integrated lighting and a reworked version of Bentley’s diamond pattern to establish the brand’s identity from the street, while a curved glass entry leads customers toward a bar rather than a traditional reception desk, aiming for a more informal arrival experience.
Craftsmanship at the Center
Each space centers on an Atelier area that brings the craftsmanship of Bentley’s Crewe factory directly into the retail environment, letting customers explore an extensive range of leathers, veneers, finishes and colors.
Physical samples pair with digital tools, including a 3D car configurator linked to an LED wall, letting customers and retail staff move fluidly between tactile materials and digital visualization as a commission takes shape. Cars themselves sit within gallery and lounge settings rather than conventional showroom rows, and dedicated handover areas use digital displays and curated lighting to build anticipation around meeting a finished car or starting a test drive.
Throughout, the design reworks familiar Bentley cues — curved forms echoing the brand’s winged logo, the diamond motif recurring across architecture and materials, Bentley Green as a consistent visual thread, and lighting treated as what the brand calls a “fourth material” guiding customers through the space.
A Modular Concept for a Global Network
Bentley Board Member for Sales and Marketing Christophe Georges said the retail network is one of the most important physical expressions of the brand, and that the new concept fundamentally rethinks in-person brand experience by pairing Bentley’s signature craftsmanship with a more relaxed, hospitality-driven feel.
The design is built to be modular, allowing it to adapt to different locations, formats and architectural constraints while keeping the customer experience consistent worldwide.
Richard Leopold, Bentley’s Regional Director for EMEA, credited retailer investment as central to the brand’s long-term success in the UK, thanking Tan Sri Vincent Tan, founder of Berjaya Corporation, for continued backing of Bentley through H.R. Owen, and framed the investment as reinforcing Jack Barclay’s more than century-long relationship with the brand while positioning the business for the future.