Bentley Seoul celebrated the grand opening of the Bentley Cube in Cheongdam, Seoul. It was the first Bentley retail concept showcasing a contemporary luxury lifestyle, and the new design concept at the Bentley Cube was expected to influence future Bentley retail and experiential concepts worldwide.
Last year, Korea emerged as the fastest-growing and top-performing market for Bentley in the Asia Pacific region, delivering 775 vehicles. This year, with the introduction of the S and Azure models in Korea, Bentley aims to provide its customers with an even greater level of choice. While all Bentley models boast luxury and performance, the S models center on the pleasure of driving by adjusting the grand touring recipe. On the other hand, the Azure models offer the ultimate in onboard comfort and well-being, equipped with a suite of design and technological features.
The Bentley Cube aimed to provide exceptional customer journeys, and it was a luxurious lifestyle destination for Bentley customers situated in the heart of Seoul’s most exclusive fashion district. Customers could create their bespoke Bentley through Mulliner, Bentley’s personal commissioning division, within the Bentley Cube, at the Batur Studio Suite. The Azure Lounge was an exclusive space for customers to relax and network.
On the first basement floor, the Sound Playground offered a space for customers to experience music at the highest standards. It included a sound theatre with Naim audio equipment, Bentley’s long-standing collaboration partner for creating the ultimate in-car audio experience. The Sound Playground satisfied even the most discerning of audiophiles within the Bentley community.
Bentley created the embedded diamond concept as a contemporary display to showcase its vehicles and establish a recognizable mark for the brand beyond the vehicle. The concept reimagines straight-grain walnut, a material that has a long-standing connection to the Bentley brand. It has been used in some of its earliest cars and remains one of the most popular wood veneer choices for customers today, in a contemporary form language that respects the material’s natural beauty.
The vertical veins of the structure are arranged to expose a layer of embedded diamonds within the negative space. The diamond motif subtly references the iconic graphic within the Bentley brand, which has been utilized in various ways across the Bentley matrix grille, diamond knurling, and quilted seats. The curved form that encloses the car stage invites viewers to explore the pattern more deeply, revealing itself as the viewer moves around it. The framework surrounding the veins pays homage to the Bentley Flying B in a sculptural manner.
