Bentley unveils global showroom format at London retailer

London showroom opens the rollout

Bentley has unveiled a new global showroom format, with the first completed site at Jack Barclay in London. The design replaces the conventional reception desk and rows of display cars with a welcome bar, lounge-style spaces and a room devoted to specifying a car. Bentley intends to apply the modular format across a network of more than 220 retailers in over 60 markets; the London opening does not mean those other sites have been converted. ¹³⁴

Jack Barclay is Bentley’s oldest retailer. Established in 1927 and named after racing driver John Donald “Jack” Barclay, it is operated by H.R. Owen. Bentley chose the site for the first completed build of a format it says can be adapted to different buildings and retail spaces. ¹³

Materials take centre stage

The centrepiece is the Atelier, where customers can examine physical samples of leather, veneer, finishes and colours. A 3D configurator connected to a large LED wall shows how those selections appear on a vehicle. Cars remain on display, but in gallery and lounge settings rather than a linear showroom arrangement. ¹³

Bentley has also given vehicle handover a dedicated space with controlled lighting and digital displays. Creative Boom, reporting on the design work by Bentley and FutureBrand, describes a handover room called the Living Theatre, where lighting, screens and personalised media are brought together for the vehicle reveal. That description concerns the new retail concept, not equipment fitted to the car. ¹⁴

The architecture carries Bentley design references beyond the vehicles. Curved forms draw on the winged badge, while a diamond pattern appears in the building and its materials. Bentley Green recurs throughout, and Bentley describes lighting as a fourth material. FutureBrand says it developed a flexible system intended to bring the concept into sites of different sizes. ¹⁴

A format built around commissioning

The emphasis on selecting materials reflects an existing part of Bentley’s business. AutoNext reports Bentley’s figure that more than 70 per cent of customers specify some level of Mulliner bespoke content. That is a manufacturer-supplied measure of personalisation, not a reported result of the new showroom format. ²

The London opening has also been presented alongside the Torcal, which Bentley describes as its first fully electric vehicle. A Torcal appears in Bentley’s images of the finished Jack Barclay site, according to AutoTalk. Bentley had identified Torcal as a fourth model line alongside the Continental GT, Flying Spur and Bentayga in a July announcement carried by Bentley Denver. ¹³⁵

For broader context, AutoNext reports Bentley delivered 10,131 cars in 2025, down 4.8 per cent, while revenue was €2.6 billion, down 1 per cent. It also cites Volkswagen Group figures of about 4,200 Bentley deliveries in the first half of 2026, compared with about 4,900 a year earlier. Those figures describe the brand’s sales position; they do not establish how the new retail layout will perform. ²

Investment and Australian timing

Bentley credited its retail partner’s investment in the Jack Barclay redevelopment. AutoTalk reports that Bentley regional director Richard Leopold thanked Tan Sri Vincent Tan, founder of Berjaya Corporation, for his continued commitment through H.R. Owen. Bentley has not disclosed a build cost or a timetable for converting the wider network. ¹

There is no announced date for the format to reach Australia. AutoNext likewise reports no timetable for the wider rollout. Bentley’s plan is therefore global in scope, but Jack Barclay is the completed example identified in the announcements, not a template with confirmed opening dates for individual markets. ¹²

AutoTalk reports Bentley put its Asia-Pacific network at 27 retailers across 12 markets in January, including Australia. It also reports VFACTS figures of 97 Bentley vehicles sold in Australia through August 2026, compared with 80 over the same eight months of 2025. Neither figure establishes when an Australian showroom might adopt the new design. ¹