Bentley launches new retail concept for contemporary luxury lifestyle in South Korea

MANILA: Bentley has officially inaugurated the Bentley Cube in Cheongdam, Seoul, South Korea.

The Bentley Cube, the first Bentley retail concept to reflect a modern luxury lifestyle, introduces a new design concept that will inspire future Bentley retail and experiential concepts around the world.

The Bentley Cube, located in the center of Seoul's upmarket fashion district, offers Bentley customers a premium lifestyle destination with the goal of creating remarkable customer journeys. Customers can design their very own custom Bentley in the Bentley Cube's Batur Studio Suite through Mulliner, Bentley's personal commissioning division, while the Azure Lounge offers a private space for guests to unwind and socialize.

Customers can enjoy music of the finest quality in the Sound Playground, which is located on the first basement floor. It has a sound theater with Naim audio equipment, Bentley's longtime partner in delivering the best in-car audio, satisfying even the most discerning audiophiles within the Bentley community.

Bentley developed the embedded diamond concept as a contemporary display to highlight its vehicles and establish the brand's identity beyond the automotive industry.

Straight grain walnut, a material with a long history of association with the Bentley brand, having been used in some of its first vehicles and continuing to be one of customers' most preferred wood veneer choices today, is re-envisioned in a modern form language that honors the material's aesthetic value.

The structure's vertical veins line up to expose a layer of embedded diamonds in the empty gap. The diamond motif is an understated tribute to the Bentley brand's signature graphic, which has been used in multiple ways, including the Bentley matrix grille, diamond knurling, and quilted seats. The framework surrounding the veins is a sculptural reference to the Bentley Flying B, and the curving form that encircles the vehicle stage invites the visitor to explore deeper into the pattern that emerges as they walk around it.

“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,” Bentley Motors Limited Chairman and Chief Executive Officer Adrian Hallmark stated.

As Bentley moves towards the future, it is implementing its Beyond100 strategy to become the most sustainable luxury carmaker in the world. In addition to committing to electrification and sustainable investments to turn its facility in Crewe, England into a leading “Dream Factory,” Bentley has also vowed to achieve carbon neutrality within its global retailer network by 2025, a transformation that includes the Bentley Cube.

“The opening of the Bentley Cube marks a new chapter for extraordinary customer journeys in Korea, and builds upon a major milestone for exclusive customer experiences through the Bentley Seoul Membership program launched last year with the opening of the Bentley Tower in Seoul. With the Bentley Cube, Charmzone Automotive will establish Bentley as a leading luxury lifestyle brand in Korea, backed by our expertise in being one of the first luxury car brands to enter Korea in 2006, and in leading the Korean luxury car market for the past 17 years,” Charmzone Automotive Chief Executive Officer Hanjoon Kim said.

The Bentley Batur was on display in the Batur Studio Suite during the inauguration of the Bentley Cube. The Bentley Batur is the latest coachbuilt vehicle designed by Mulliner. Limited to only 18 units worldwide, the Bentley Batur epitomizes Bentley's styling in the upcoming era of electric vehicles with its fresh, minimalist design language.

The Bentley Batur features the brand’s new design DNA that will guide the design of Bentley’s future battery electric vehicles (BEVs).

The Bentley Batur is powered by a 6.0-liter twin-turbocharged W12 engine that produces 740+ps of power and 1,000Nm of torque, making it the most powerful Bentley yet.

Mulliner is fundamental to Bentley's operations as it represents the ultimate edge of automotive design and expertise. Bentley will expand its personal commissioning services across its features, collections, and coachbuilt in South Korea.

At the opening ceremony of the Bentley Cube, Bentley debuted a limited-edition Mulliner collection, created in partnership with contemporary artist Ha Tae Im. The Mulliner Collection vehicles, which are limited to a series of Bentley Continental GT models, will mirror Ha’s signature “Color Band” and rhythmic formative language in her artwork. In honor of the limited edition model, Ha will match each vehicle with a special piece of art. This is the first Mulliner Collection project in Korea, with more to follow.

Korea was Bentley's best-performing and fastest-growing market in the Asia Pacific in 2022 with 775 units sold.  Customers will have even more options thanks to the S and Azure model debuts in Korea this year. While each Bentley model symbolizes elegance and performance, the Azure models offer the pinnacle of wellbeing and on-board comfort with an array variety of design and technological features. Meanwhile, the S models modify the grand touring formula to focus on driving pleasure.

Photos from Bentley Motors

Also read:

1st bespoke Bentley Bentayga EWB auctioned for the benefit of underprivileged children

Bentley creates one-off Continental GT Azure inspired by iconic 1953 grand tourer

Revolutionary 3D printed gold process used in 2023 Bentley Mulliner Batur interior