DzinerHub

DzinerHub

Bentley and FutureBrand rethink the car showroom as a place you'd actually want to linger

FutureBrand turns Bentley's London flagship into a hospitality-led interior where marque motifs are built into joinery, lighting and material rather than applied as trim.

Bentley and FutureBrand rethink the car showroom as a place you'd actually want to linger

FutureBrand turns Bentley's London flagship into a hospitality-led interior where marque motifs are built into joinery, lighting and material rather than applied as trim.

Huseyin Emanet

Huseyin Emanet

Founder of DzinerHub

Bentley and FutureBrand rethink the car showroom as a place you'd actually want to linger

Design

FutureBrand and Bentley have reworked the London flagship at Jack Barclay into something closer to a hospitality lounge than a forecourt. A welcome bar, a sequence of lounges and a materials atelier replace the usual desks and white tiles, while the marque's curves and diamond quilting are folded into joinery, lighting and surfaces rather than added as decoration.

The scalable kit of parts matters more than the flagship itself: with 220-plus retailers across 60 markets, the concept has to survive translation into tighter footprints. The Living Theatre, where lighting and media stage the handover, is the most theatrical gesture, though the quieter achievement is a spatial sequence that slows visitors down instead of rushing a sale.