On 17 August 2018, Bentley Motors opened its largest showroom in the world. The 75,000 sq. ft. “boutique” is located on one of the most famous roads in the United Arab Emirates: Sheikh Zayed Road in Dubai. It goes without saying that the multi-million Pound showroom reflects the importance of the Middle East market that perhaps shines brighter than China these days. Bentley Emirates results from a substantial investment by Al Habtoor Motors, Bentley’s exclusive retail partner in the United Arab Emirates.
For ultimate luxury pampering, you never have it so good as One of the Pampered in Dubai. So, what can we expect to pique our interest at Bentley Emirates?
As it is cooler after sunset, most shopping and entertainment events in the region happens at night. How apt that the showroom has one of the most advanced luminary façades in the world.
Inside, the showroom combines traditional craftsmanship with contemporary design. It also features one of the world’s first Aqua Graphic Water Curtains with number plate recognition. In the Middle East, Water is a Luxury and Recognition is a Must! There are six floors of “play area” including a personal commissioning area, a roof garden and a VIP suite.
Pause for a moment to grasp the import of the last item; even amongst Bentley owners, there is a ‘pecking order’ and somebody gets the VIP suite! 🙂
Stephen Reynolds, Regional Director, Middle East and Asia Pacific at Bentley Motors, said:
“Bentley Emirates gives our customers in the UEA a bold, clear and contemporary interpretation of our vision and brand values. It is a visualisation of the most exclusive customer experience. With the help of our retail partner, Al Habtoor Motors, we have redefined the automotive retail environment, blending traditional craftsmanship and contemporary design to showcase the best of British luxury performance.”
Made up of 160,000 LED lights, the façade is able to display a full spectrum of colours (including all standard Bentley car colours) and capable of streaming video as well as an unlimited range of graphics and luminary effects, including the projection of all of Bentley wood veneers.
The British Feel
The goal was for the retail space to exude a bespoke, uniquely British feel and a focus on personal commissioning. Remember: “The cost of true luxury is the choice that it affords.”
High quality materials carefully selected for use in Bentley models (notably leather, wood and polished metals) have been integrated into every feature in the showroom. You can spend hours spotting the Bentley motifs in the furnishings, showcases and even the lift.
AlphaLuxe Hint: The well appointed guest lift features a leather lining of Mulliner’s bespoke diamond quilted stitching, to transport passengers from floor to floor.
The Aqua Graphic Water Curtain
With number plate recognition technology, this projects any type of graphic: logo, car image or person’s name onto a water sculpture as well as being able to identify and welcome regular Bentley customers to the showroom by projecting his/her name in 3D as soon as he/she walk through the doors.
The Luxury Experience
Upon entering Bentley Emirates, guests will be greeted in the style of a luxury hotel. Every guest will enjoy complimentary valet parking and be greeted by a doorman specially trained by the St Regis Hotel.
A concierge will then provide a refreshing cool towel and a drink of your preference. The Bentley Refreshment Bar serves luxury Bentley chocolates, patisserie and the world’s finest juices and coffees.
The three floors of display area showcases the full range of Bentley cars from the four model lines: Continental, Flying Spur, Mulsanne and the new Bentayga.
Check out the Mulliner Baby Seat!
The dedicated Bentley Boutique provides perfect accessories to match your vehicle, from Bentley fragrances to clothing and luggage.
The Mulliner Room offers customers a tactile and sensory experience where they can personalise their car. In addition to presenting a range of more than 100 paint colours, this central area of the facility exhibits some of the unique features commissioned by Bentley owners in the past.
The Secret Sixth
The mysterious Sixth Floor offers a haven of tranquillity with a decorative roof garden and the VIP Majlis suite, with a blend of luxurious materials and traditional Arabic patterns. If you have to ask, then you are not in that exclusive AlphaLuxe class of client that would be invited up here! 🙂