On somewhat of a quiet day up here on the top floor of MotorMartin Towers it’s important to spend the time wisely, perhaps planning the next road test or video shoot, maybe a little research or phone calls to the manufacturers would be in order. It was really no surprise then that MotorMartin’s thoughts turned to pondering what might be going on with those hard working men and women down at Crewe, rather than any actual work. Fortunately news was soon found that Bentley have recently announced the opening of a new luxury personalisation studio in Westfield London, one of the capital’s premier shopping destinations.

Bentley Studio London is located, rather unsurprisingly, in The Village, Westfield’s home to leading fashion designers and luxury brands, and offers Bentley customers and fans alike a glimpse behind the walls of the British luxury car brand’s iconic factory in Crewe, Cheshire.

Visitors, Bentley have informed MotorMartin, will be immersed in seasonal displays to highlight their renowned craftsmanship. Traditional 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, shared with MotorMartin that: “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 have explained to MotorMartin that their innovative Inspirator app is installed within the studio to allow fans the opportunity to engage with the brand. Using the latest in emotional recognition technology, users are guided through an immersive film that is shaped, directed and inspired by your facial and emotional reactions. Based on your measures of engagement – captured by your device’s camera – a bespoke Bentayga or Mulsanne is recommended for you from the vast selection of exterior paint colours, wheels, leather hides and wood veneer. Blimey.

The latest Continental GT, Flying Spur, Bentayga and Mulsanne models are available for individuals wishing to view or test drive a car, and exquisite branded goods items from the Bentley Collection are displayed for perusal or purchase.

For more information on these fantastic vehicles, MotorMartin certainly recommends that you visit and perhaps while away a few hours configuring your dream car.

Where will you go?

Leave a Reply