Bentley unveils new blueprint for global corporate identity

Bentley has unveiled the blueprint for its new global corporate identity, with the official opening of CW1 House - a purpose-built flagship showroom concept at the company's headquarters in Crewe.

CW1 House gets its distinctive name from 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. 

Working to the same 'powerful, individual, exquisite’ brief as the designers of Bentley's luxury performance cars, the project team responsible for developing Bentley's new customer environment has created a space with an impactful exterior presence regardless of its surroundings; a bespoke, uniquely British feel with a focus on personal commissioning; and one that is executed with Bentley's signature craftsmanship and painstaking attention to detail.

The Mulliner commissioning suite offers customers an exclusive, tactile and sensory experience in which to personalise their car. In addition to presenting a range of more than 100 paint colours, this central area of the facility 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 striking new design will be rolled out across Bentley's global dealer network in a phased process starting in late 2014. In addition, the brand will open a number of flagship showrooms in major cities around the world including Dubai, Beijing, Los Angeles and London.