Bentley Case Study Future

Topics: Bentley, Branding, Luxury good Pages: 6 (458 words) Published: May 22, 2015


Helping Bentley
redefine the
world of luxury.
Bentley is a widely regarded as one of the
world’s finest luxury automotive brands
and a true British classic.
The Challenge
They have reached a very important time for
the company as they plan significant growth
in the coming years, they realised that
updating their global brand DNA was a key
part of that journey.
Bentley challenged FutureBrand to help them
better understand the emerging global luxury
consumer and redefine how Bentley looks,
feels, and communicates with them, with the
work starting at the heart of the company;
the Bentley Headquarters in Crewe.
The Solution
Crewe is the ‘Home of Bentley’, and as such
it should represent and communicate the
unmistakeable special quality that defines
Bentley and what it means to own one. With
this in mind, FutureBrand created branded
environments for the reception and meeting
spaces that combine all the hallmarks of
Bentley’s contemporary luxury design values
– Exquisite, Powerful, Individual.
Fine Bentley materials are showcased
in the bespoke furniture, traditional
Bentley veneers and hides are prominent
throughout, whilst the unique skills of
Bentley’s craftsmen and women are
embodied in handcrafted furniture that echo
the graceful lines of a Bentley car, allowing

the customer to experience the richness of
Bentley through the celebration of detail.
The space fuses modern technology with
physical touchpoints to engage, entertain,
and tell the ‘World of Bentley’ story.
Using our knowledge of luxury retail
experiences, FutureBrand also developed an
innovative new concept, the Bentley Boutique,
placing them on a par with world-class luxury
retail branded experiences. The Boutique
strengthens them as a luxury brand as opposed
to a super premium automotive brand.
The Bentley Boutique has since doubled its
forecasted turnover targets and is rolling out
into retail dealerships.
The Results
The Society of British Interior Design (SBID)
announced FutureBrand as “Overall Winner”
at their prestigious 2012 International Design
Awards, in recognition of the redesigned
reception entrance area at Bentley Motors’
Headquarters in Crewe.

“The unique luxury design language we
have used at our ‘Home of Bentley” in Crewe
represents a significant and innovative step
for our corporate brand identity. With this
international award under our belts, we
couldn’t have asked for a better start!”
Stefan Buescher, Director of Product and
Marketing at Bentley:

Bentley Case Study



Crewe is the ‘Home
of Bentley’ with the
reception at the heart

‘...the unique
skills of Bentley’s
craftsmen and
women are embodied
in handcrafted

The handcrafted furniture
in the reception and
meeting rooms echoes
the graceful lines of a
Bentley car.

Bentley Case Study



The luxury interiors of the
Bentley showroom.

Bentley Case Study



The Bentley Boutique, a
new innovative concept
by FutureBrand.

Bentley Case Study



©FutureBrand 2012

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