Bentley cruises into Westfield London

Iconic British car manufacturer Bentley has announced the opening of a new retail space in Westfield London that offers customers a multichannel in-store experience.

The new Bentley Studio London is located in The Village, the fashion designer and luxury brand section of the shopping centre, and offers customers a glimpse behind the walls of the luxury car brand‘s factory in Crewe, Cheshire.

The Inspirator app is also installed within the studio, which uses emotional recognition technology and guides users through an immersive film that is shaped, directed and inspired by their facial and emotional reactions – which in turn helps customers specify their car.

“Configuring a Bentley is an intensely personal experience; like fine tailoring and couture fashion, it is a reflection of your personality and taste,” Bentley regional director Sarah Simpson said.

Shoppers also have the opportunity to peruse or purchase branded goods items from the Bentley Collection.

Westfield UK chief operating officer Peter Miller said the personalisation studio offers customers a “unique” experience.

“Car brands in our Westfield centres are a new breed of retailers who are attracted by high footfall and shoppers who have a buying mindset,” he said.

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