Bentley has unveiled a new global retail concept that swaps rows of display cars for lounge-style spaces centred on a materials Atelier, digital configuration and staged handovers, starting at Jack Barclay in London and rolling out across its dealer network.
Bentley’s new retail format removes conventional showroom rows in favour of lounge environments built around an Atelier for material selection and a 3D configurator linked to a large video wall.
The concept launches at Jack Barclay in London and will be deployed across more than 220 retailers in over 60 markets with a modular layout adaptable to different buildings.
Retail spaces now include a bar entrance, dedicated cinematic handover areas with digital displays and lighting, and are timed to support bespoke commissioning as Bentley begins selling its electric Torcal model.
# What changed Bentley has introduced a hospitality-led retail concept that replaces conventional showroom rows with lounge-style spaces focused on personalisation and experience. The first site to open under the new format is Jack Barclay in London, the company's oldest retailer, and the layout will be rolled out across the brand's global network of more than 220 retailers in over 60 markets.
# How the space is organised
# Why Bentley redesigned retail Bentley positions the new concept as an extension of its Crewe factory craftsmanship into the customer experience. The format is intended to support bespoke commissioning by making material selection and configuration the centre of the in-person visit. Launching the concept alongside the Torcal, Bentley's first fully electric model, aligns a showroom designed for custom commissioning with the start of its electric line-up sales.
Christophe Georges, Bentley Board Member for Sales and Marketing, described the intent in a company statement: "Our retailers are one of the most important physical expressions of Bentley, and this new concept fundamentally rethinks how customers experience our brand in-person. Combining the craftsmanship and materials Bentley is known for with a more relaxed concept that feels less like a traditional automotive showroom and more like one curated for hospitality."
# Practical design features
# Where this sits in retail trends
# Immediate rollout and positioning Jack Barclay in London is the first to adopt the new concept. Bentley will deploy the format across its retail network of more than 220 retailers in over 60 markets. The design is timed to support customer commissioning as Bentley's electric model Torcal arrives, making the experience suitable for both traditional and electric vehicle sales.
# What to watch next Expect to see the modular approach adapted to different real estate constraints and market needs, with the Atelier and staged handover as the repeating elements. The concept's effectiveness will depend on how well retailers integrate digital configuration with physical sample handling and whether the new handover model improves customer satisfaction and operational efficiency.
Unveiled at London's Jack Barclay this week, the new global concept swaps the traditional forecourt hard sell for lounges, a materials atelier and a "cinematic handover room". We find out mo...
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