Luxury carmaker Bentley has opened its first store in a shopping centre, at Westfield London. Located in the luxury quarter, The Village, the new store is surrounded by complementary neighbours including Gucci, Prada and Tiffany’s. The opening is part of a growing trend of car brands opening inside shopping centres with brands such as Tesla, Hyundai, Jaguar Land Rover and Seat all having recently taken space in UK malls.
Rather than a store, this one is called “The Bentley Studio”, offering customers a relaxed yet ultra-modern environment to customise and personalise their car, choosing features such as the leathers, colours or wood panelling. Sleek interiors help create a relaxing and chilled environment within the Bentley Studio
The space is also digitally enabled with The Inspirator app which uses emotional recognition technology and guides users through an immersive film that is shaped, directed and inspired by their facial and emotional reactions – which in turn helps customers specify their car.
Shoppers also have the opportunity to purchase branded goods items from the Bentley Collection and, importantly, take a Bentley for a test drive, choosing between Continental GT, Flying Spur, Bentayga and Mulsanne.
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