CREWE, England (September 24, 2026) — Bentley Motors has introduced a new global retail concept that reimagines the traditional car showroom as a more immersive, digitally connected luxury space. The concept debuts at Jack Barclay, Bentley’s flagship London retailer, and will eventually shape the customer experience across the brand’s entire network of more than 220 retailers in over 60 markets. The announcement comes one day after the launch of the Torcal, Bentley’s new model line and its first fully electric car.

Jack Barclay is a fitting place for the debut. Founded in 1927 and named after 1920s Bentley racing driver John Donald “Jack” Barclay, it is the oldest Bentley retailer in the world. It is operated by H.R. Owen, a UK luxury car dealer group.

“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.”

– Christophe Georges, Board Member for Sales and Marketing, Bentley Motors

From Showroom to Hospitality
The new concept moves away from the conventional linear showroom toward a space modeled on hospitality, designed to encourage discovery and personalization. It is meant to honor Bentley’s 107-year heritage while reflecting the brand’s evolving identity and what today’s customers expect. Sculptural architecture, tactile materials, and digital technology come together to make the experience more intuitive, whether a customer is configuring a car, exploring materials, or taking delivery of a personally commissioned Bentley. Georges describes the result as a fundamental rethink of how customers experience the brand in person, pairing Bentley’s signature craftsmanship with a more relaxed atmosphere that feels closer to hospitality than car retail.

A New Arrival Experience
From the street, a new façade gives each retailer a distinctive Bentley identity, with integrated lighting and a reworked version of the brand’s diamond pattern. Inside, visitors pass through a curved glass entry and are greeted at a bar instead of a traditional reception desk.

The Atelier at the Center
The heart of each location is the Atelier, which brings the craftsmanship of Bentley’s Crewe factory into the retail space. Customers can explore a wide range of leathers, veneers, finishes, and colors. A 3D configurator linked to an LED wall complements the physical samples, so customers and retail staff can move easily between hands-on materials and digital visualization as a commission takes shape.

Galleries, Lounges, and Handovers
Instead of rows of display cars, vehicles are presented in gallery and lounge settings. Dedicated handover areas use digital displays and carefully designed lighting to make the moment of collecting a new car, or setting out on a test drive, feel like an occasion.

Familiar Signatures, Reinterpreted
The design draws on established Bentley motifs. Curved architectural forms echo the winged logo, the diamond pattern runs through the architecture and materials, and Bentley Green appears throughout. Light is treated as a “fourth material,” guiding visitors through the space and highlighting key features. Because the concept is modular, it can be adapted to different locations, formats, and buildings while keeping the experience consistent across the network. More retailers around the world will adopt it after Jack Barclay.