Bentley Seoul opens the Bentley Cube, a world-first iteration of a new retail concept by Bentley exemplifying a contemporary luxury lifestyle. Located in Cheongdam, Seoul, it features a new design concept that will influence future Bentley retail and experiential facilities around the world. At the Batur Studio Suite within the Bentley Cube, customers will be able to design their very own bespoke Bentley through Mulliner, Bentley’s personal commissioning division, while the Azure Lounge provides an exclusive space for customers to relax and network.
The Sound Playground, located on the first basement floor, is the perfect hub to experience music. It includes a sound theatre with Naim audio equipment. The embedded diamond concept is a contemporary display created by Bentley to demonstrate its vehicles.
The vertical veins of the structure are aligned to reveal a layer of embedded diamonds within the negative space. The diamond motif is a tribute to the iconic graphic within the Bentley brand that has been used in many ways across the Bentley matrix grille, diamond knurling and quilted seats. The curved form that wraps the car stage presents an invitation to look deeper into the pattern which reveals itself as the viewer moves around it, while the framework around the veins is a sculptural homage to the Bentley Flying B.
Bentley is embarking upon its Beyond100 strategy to become the most sustainable luxury automotive brand in the world. Besides committing to electrification and sustainable investments to transform Crewe into a world-leading “Dream Factory”, carbon neutrality within the Bentley global retailer network will be achieved by 2025, a transformation that also encompasses the Bentley Cube.
At the Bentley Cube opening event, the automaker presented a limited edition Mulliner Collection, designed in collaboration with contemporary artist Ha Tae Im. Limited to a series of Continental GT models, the Collection vehicles will recall Ha Tae Im’s signature ‘Color Band’ and rhythmic formative language in her art. Each vehicle will come with unique artwork created by Ha Tae Im in celebration of the limited edition model.
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