“The Future of Extraordinary Journeys,” an installation in Bentley’s flagship Crewe showroom that let people preview the concept car’s exciting and innovative features, including electrification and autonomous driving.
While the installation centered around the concept car, we didn’t want it to feel like a typical automotive event. Instead of a traditional car launch, we created an exhibition that took visitors on a journey, highlighting Bentley’s history of excellence and introducing its futuristic vision of luxury grand touring.
It’s not easy to explain a car or technological capabilities that won’t exist until 2035, so we leaned on the emotions and memories that are tied to traveling by car to translate the vision.
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