Bentley and FutureBrand Unveil Hospitality-Focused Showroom Concept at London's Jack Barclay

Key facts

• Bentley Motors and FutureBrand unveiled a new global showroom concept at Jack Barclay in London.
• The design replaces traditional car showroom elements with hospitality-focused spaces including lounges, a materials atelier, and a "cinematic handover room."
• The brief was to mirror the "calm sophistication of one of its own interiors," according to Bentley.
• Visitors enter through a "serene portal" and are greeted by a "welcome bar," then move through lounges and "lifestyle moments."
• Design cues include forms inspired by the curve of the Bentley 'B' and a diamond motif echoing the matrix grille and interior quilting.
• The Atelier is a commissioning room for exploring leathers and veneers around a central table with an adaptive digital interface.
• The Living Theatre is a dedicated room for a "multi-sensory reveal" using lighting, screens, and personalised media.
• George Gottl is chief creative officer of spatial design at FutureBrand; Christophe Georges is board member for sales and marketing at Bentley.
• The concept is designed to scale via a flexible kit for Bentley's network of more than 220 retailers in over 60 markets.
• The new concept will roll out across Bentley's network worldwide.