Bentley Opens New Design Studio with a New Focus on EVs

When you think of automotive opulence, very few brands come close to Bentley. It is the gold star when it comes to luxury vehicles, with many smaller brands looking to them for inspiration and new automotive trends. They have been a force to be reckoned with for centuries, and that is not going to stop anytime soon. 

A Bold Step Forward: Bentley’s New Design Studio

They have recently announced that they have officially opened their new design studio, located in their Crewe headquarters, in the United Kingdom. This step is monumental for the brand, which is in an era of change, and this studio represents the most significant design change of this century. This new space, which is a fully restored 1939 building, aptly named “Front of House,” will be the main creative hub for Bentley’s new force into electric vehicles. They will also have design teams here working on new designs for interiors and the passenger digital experience. 

This design studio is more than a building; it is a statement. It is a statement to all other market competitors that Bentley is taking their next steps as a brand and an international company very seriously.

Heritage Meets Innovation at the Bentley Design Studio

So, what is this new design studio like? The refurbished building is from an era where Bentley was in its infancy but still caught the eye of many very important people. These people include Her Majesty Queen Elizabeth II, who was one of the brand’s most loyal customers. The team added a third-floor extension to the historic building, doubling the design space and hiring 50 additional creatives.

Bringing Talent Together

To have all their creatives, including UX/UI teams, Colour and trim designers, and Mulliner bespoke commissions, in one huge area is a first for Bentley. Modern companies thrive when they bring all creative teams together. Years ago, customers felt satisfied as long as the engine ran well and the exterior looked appealing. But in this new design age, buyers are more detail-oriented. They want the very best technology; they want incredible, well-thought-out interiors. You’ll even get brownie points for using sustainable materials and having a backstory on the origin of these features.  

Reinforcing the timeless and the future is something that Bentley is incredible at, and this design studio is the perfect example of that. The team restored the original 1939 brass stairwell, making it a standout feature in the architecture.

But don’t be fooled—this team makes major decisions here every day. These teams are responsible for one of the biggest design changes in the last twenty years for Bentley; the redesign of their “winged B” emblem, a sign synonymous with the brand. Young Nam designed the symbol, giving it a sharper, more angled look—a modern take for Bentley’s new era of electric vehicles. This new logo was first revealed on the EXP 15 concept, only this month.  

Keeping the Heart of Bentley Alive

While this new design studio is concentrating on modern luxurious designs, Bentley has not abandoned what is deep inside its heart, a V-8 powered engine. They have also redesigned different parts of their engine, including the Akrapovic titanium exhaust systems, making the Continental GT and Flying Spur sound just as good as they look.  

Bentley’s Future is Now

This new space is the centre of the future of Bentley, and with a collaborative creative centre like it, it is easy to see how they are planning to stay relevant in the next century, by doing what they have always done, intertwining the timeless with the future.