By Jamie White – Head of Communications

 

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.

 

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.

 

The new design takes inspiration from the company’s 95-year history, while drawing on influences from the best in contemporary luxury. CW1 House gets its distinctive name from the British manufacturer’s postal code.

 

Kevin Rose Bentley Member of the Board for Sales, Marketing and Aftersales, said: “One of our great strengths is the luxurious degree of choice we offer to our customers, so that every Bentley is tailored and individual.

 

“Our new showrooms, in particular the Mulliner commissioning suite, brings these choices to life, enabling customers to see and feel the breadth of what we can do – immersing them in the world of Bentley and fuelling their creativity. It offers a visualisation of the most exclusive customer experience.”

 

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.

 

Mystery shopping and performance improvement company, Douglas Stafford, works with Bentley on a bespoke and tailored mystery shopping programme to include video mystery shopping.

 

 

Follow mystery shopping and performance improvement company, Douglas Stafford:

 

on Twitter @DouglasStafford

 

on Facebook facebook.com/douglasstafforduk