It appears the standards of luxury dealership service have been raised again.
Bentley Motors opened a new flagship store this week in a place where decadence, grandeur and utter splendour seem to know no bounds: Dubai.
At 75,000 square feet, the new six-storey development on Sheikh Zayed Road is the largest dealership for the luxury brand in the world. Built and managed by Al Habtoor Motors, Bentley’s exclusive retail partner in the United Arab Emirates, the flagship retail space features an advanced luminary façade, a personal commissioning area, a roof garden, VIP suite and specialised water feature with number plate recognition.
“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,” said Stephen Reynolds, regional director for Bentley in the Middle East and Asia Pacific.
“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.”
The exterior features a multi-panel digital screen composed of 160,000 LED lights. The façade can display a full spectrum of colours, stream video and graphics.
Inside, the six-floor store has a multitude of customer environments that focus on personal commissioning, craftsmanship and painstaking attention to detail.
There are three floors of display area featuring the company’s four nameplates: Continental, Flying Spur, Mulsanne and Bentayga.
The Mulliner Room offers customers an exclusive, tactile and sensory experience in which to 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 store also boasts a decorative roof garden, a VIP Majlis suite and a feature the company calls the world’s first Aqua Graphic Water Curtain, with number plate recognition technology.
The curtain projects any type of graphic, from a logo, a car to a person’s name onto a water sculpture as well as being able to identify and welcome regular Bentley customers to the showroom.
Exact costs for the project were not revealed.