Developing a “new global corporate identity,” Bentley has officially opened the CW1 House in Crewe where the company’s headquarters are located as a purpose-built flagship showroom. The traditionally designed building gets its name from Bentley’s postal code.

Designed to project confidence in the brand and reflect its rich 95-year heritage, Bentley CW1 House harks back to the old Bentley qualities such as personal commissioning. That is why the facility features bespoke suites with a “uniquely British” feel to it where customers can personalize their vehicles with a range of more than 100 paint colours and unique trim materials.

The showrooms are styled with the same leather, wood and polished metals used in Bentley cars, and the carpets are made from the same rich lambswool used in Bentley’s interior model carpets. What’s more, the furniture is trimmed in Bentley leather, and customer commissioning areas are enveloped by contemporary solid oak panels.

In short, buying a car at Bentley CW1 House in itself is an experience as unforgettable and amazing as owning it. Wolfgang Dürheimer, Chairman and CEO, Bentley Motors, comments: “Bentley gives customers around the world a bold, clear and contemporary interpretation of our vision and brand values, bringing our design language, craftsmanship and attention to detail into even sharper focus.”