The luxury car buying experience often attempts to be as rarefied as the products themselves and that is typically a tall order when you consider that marquees such as Bentley command global cachet wherever they are found. Nonetheless, the Bentley Cube in Seoul seeks to elevate the Bentley buyer experience to the next level with a concept that the automaker claims exemplify a contemporary luxury lifestyle. The Bentley Cube is not only a revolutionary retail concept but also a potential template for future iterations across the globe. To say that the concept in Cheongdam, Seoul is groundbreaking is an understatement, particularly when you consider it as a potential vision for the future of Bentley’s retail experience.
Combining artistry and minimalist execution, the Bentley Cube is designed to be a compelling destination within itself. It is also the first step buyers take on their journey of ownership. With this spirit in mind, the Batur Studio Suite lets clients create their own bespoke vehicle through Mulliner while the adjacent Azure Lounge is engineered for relaxation, networking, and preparing for the road ahead. The first-floor basement provides an encompassing, unparalleled audio experience in The Sound Studio, powered by Naim, Bentley’s longstanding partner in audio equipment.
When conceiving the design space, Bentley wanted to highlight the company’s heritage while also looking forward to its future. In this regard, the space employs straight grain walnut throughout, a quintessential, classic Bentley interior appointment, with diamond filling in the negative spaces with a curved form for the car stage that invites admiration and participation at the same time. This duality is similar to the experience of owning a Bentley itself, either chauffeured or self-driven, and mirrors the myriad of buyer experiences the brand represents.
Chairman and CEO of Bentley Motors Limited Adrian Hallmark said of the design, “I’m thrilled to be here today in Seoul, the center of one of the leading luxury markets in the world. The launch of the Bentley Cube reflects the growing importance of the Korean market for Bentley. The success of Bentley in Korea today would not be possible without the support from our customers, as well as the passion and dedication from Charmzone Automotive, our trusted Partner.”
One of the centerpieces of the new design is the Batur Studio Suite within which clients customize their Bentley through Mulliner. In honor of this new venture, Mulliner will commission 18 limited examples named after the suite called the Batur. The Batur is not only a tribute to the Bentley Cube retail concept in Seoul, it is also a preview of the design direction for future Bentley automobiles. Carved with minimalist lines and with a nod towards the car’s electric future, the Batur’s design language is fashioned by artist Ha Tae Im with her signature “Color Band” and “rhythmic formative language” denoting her one-of-a-kind touch. Built upon the Continental GT framework as a canvas, the Batur is the first Mulliner Collection project in Korea and a huge step forward for Bentley in one of its most exciting markets.