Bentley has opened a customer-exclusive lounge, the ‘Bentley Cube’, on the luxury car street in Cheongdam-dong. It is a distinctive space that showcases Bentley’s unique luxury.
On the morning of the 8th, Bentley Korea held a media opening event for the ‘Bentley Cube’ studio in Cheongdam-dong, Seoul. The four-story Bentley Cube, which radiates light from the imported car street, reveals the elegance Bentley strives for. Kim Han-jun, the CEO of Bentley Seoul, introduced the Bentley Cube as “a space that will lead the luxury automobile market in Korea, featuring deep bespoke luxury unique to Bentley.”
Adrian Hallmark, Chairman of Bentley Group, emphasized that the Bentley Cube is “the world’s first modern Bentley shop providing customers with the Bentley experience.” He also added, “At the Bentley Cube, customers can create their own Bentley through endless collaboration with designers.”
The Bentley Cube consists of a total of four floors. The first floor serves as a vehicle exhibition space. Monitors on the exhibition walls continuously showcase videos of Bentley’s vision for the future. The space between the stairs features wall art and pastel-painted walls, creating a calm and soft atmosphere reminiscent of an art gallery.
The second floor is dedicated to customers who wish to create their own Bentley. A Flying Spur greets guests as it stands prominently in the center. To the right of the displayed Flying Spur is a small office space. The walls of this office space showcase an array of colorful leathers, neatly arranged in rows for customers looking to customize their Bentley. Additionally, prototype cars painted in actual colors are displayed for customers contemplating their car’s color.
On the third floor is the ‘Batur Studio’, where Bentley’s personalization program, called Mulliner, is conducted. The recently unveiled Batur model is displayed in this studio. The Batur is the last model to feature Bentley’s W12 engine, with only 18 produced worldwide. All contracts have been finalized, with one already signed for the domestic market, awaiting delivery. Beside the Batur, a large monitor allows customers to simulate their desired color, interior trim, seat color, and stitching options.
The fourth floor features a salon named ‘Azur Lounge’, after Bentley’s upcoming model, Azur. The space reminiscent of a high-end bar serves as a social venue exclusively for Bentley customers, where information exchange and various events such as parties are expected to take place.
Kim Han-jun, CEO of Bentley Seoul, emphasized that “the Bentley Cube will lead the luxury lifestyle in Korea,” highlighting it as a space that showcases Bentley’s understated luxury without ostentation.
Lee Sang-jin daedusj@autodiary.kr