#United Kingdom #Bentley Motors #Crewe #Design Studio #Luxurious Design

A New Era for Bentley's Design Journey

On July 8, 2025, Bentley Motors revealed its revitalized historic building, the "Front of House," which has served as a cornerstone of the Bentley community since its establishment in the 1930s. This newly unveiled design studio is not merely a physical space, but a fusion of the brand's rich history and its ambitious trajectory towards the future.

Located within Bentley's Crewe estate, the Front of House stands as an iconic building that has witnessed countless elegant events, hosting prestigious guests including Her Majesty the Queen. The renovation process concentrated on restoring the building’s existing structures rather than complete demolition, aligning with Bentley’s philosophy of honoring historical value through restoration.

Designed by Bentley's own team, the building's facade was meticulously refurbished, and now features a reimagined emblem of the famed "Winged B," which is regarded as the facade's centerpiece. The original brass staircase from 1939 has also been restored, signifying a poignant connection between the past and the future, complemented by a commemorative plaque marking this intersection.

During the opening ceremony, an impressive gathering was held, attended by notable figures such as Chairman and CEO Dr. Frank-Steffen Walliser and 4,000 Bentley employees, along with guest speaker George Clarke, a renowned architect and television personality. Dr. Walliser articulated the importance of this design studio as a revolutionary step for Bentley’s future, ensuring that the creativity of its approximately 50 designers will flourish in a secured environment, devoid of potential leaks about Bentley’s future designs.

The new studio has been expanded to nearly double its previous size, now boasting a modern three-story layout designed for cross-departmental collaboration. This innovative space brings together diverse teams from color and trim, bespoke services, as well as user experience and interface design under one roof, paving the way for an unprecedented level of coordination and creativity among designers.

In conjunction with this launch, Bentley is undergoing a significant transformation in its production and design practices, as it embarks on a grand reconstruction of the Crewe headquarters, dubbed the "Dream Factory." The renovations echo a considerable financial commitment within the luxury car brand industry, seen through the recently opened "Excellence Centre for Quality and Launch" and ongoing efforts to establish a new paint shop and a BEV (Battery Electric Vehicle) assembly line.

Central to Bentley's mission of merging new designs with historical authentication is the restoration of the brass staircase, which was carefully returned to its rightful place. This staircase now serves as a boundary marker between the original structure and the newly expanded third floor — a representation of the company's belief in preserving its heritage while innovating for the future.

Leadership Insights

Dr. Walliser commented, "We are embarking on an unprecedented revolution in Bentley's design history. Providing our designers with a creative environment that drives the development of fully electric vehicle models is pivotal in constructing Bentley's future. The collaboration fostered under one roof will profoundly transform our working dynamics, enabling us to achieve 'design-driven success' collectively."

Andreas Rahe, Director of Manufacturing, expressed pride in balancing respect for Bentley's roots while embracing modern evolution. He conveyed excitement about establishing a state-of-the-art facility, equipped with cutting-edge digital technology, that can inspire and nurture the talents of the design team.

With the launch of the new design studio, Bentley Motors reiterates its commitment to marrying historical reverence with a vibrant and innovative spirit, positioning itself toward an exciting future in luxury automotive design.