Bentley gets historic makeover at Crewe
1 min read
An aging car plant whose luxury products belie its humble origins as a pre-war potato field has won a prestigious design award for the makeover of its main public-facing entrance.
The redesigned reception and entrance area at Bentley Motors' headquarters in Crewe has been announced as the overall winner at the 2012 Society of British Interior Design Awards judged by influential designers including fashion icon Jimmy Choo. The factory employs 4,000 people in operations including design, R&D, engineering and production.
The new reception area, designed by the design agency FutureBrand in conjunction with Bentley, combines, says the luxury car maker "all the hallmarks of Bentley's contemporary luxury design values". Bentley materials are showcased in the bespoke furniture which features traditional Bentley veneers and hides, "whilst the unique skills of Bentley's craftsmen and women are embodied in a handcrafted desk which echoes the graceful lines of a Bentley car". Trophies from Bentley's heritage are displayed alongside a new boutique for branded goods.
Bentley director Stefan Buescher said the company, now a part of the VW group, was planning "significant growth" and updating the global brand was a part of the journey.
The factory was built at Merrill's Farm in 1938 to produce Rolls-Royce Merlin engines, switching to car production in 1946, after the end of the second world war.
