Bentley Motors tasked experimental production partner, UNIT9, with creating a three-week experiential installation, to mark the luxury car brand’s Centenary by giving thousands of people a sense of Bentley’s vision of the future.

Launched on the 10th July, The Future of Extraordinary Journeys takes place at the brand’s flagship showroom, CW1 House, in Crewe. Visitors encounter a fully immersive and highly unconventional car launch: a multisensory spatial experience that allows guests to ‘feel’ Bentley’s proposed car design for the year 2035.

The event reveals the new concept car in one-hour sessions that let visitors interact with spatial, playful and atmospheric experiences that stimulate the senses. Each element creatively signals the human experiences curated by the future car: Air for health and enjoyment, simulating open top driving; Light for wellbeing; and Earth for the connection with driving dynamics and cocooned autonomous driving.

The Light area conveys the physicality of light by projecting animations over hundreds of suspended strings to create the effect of sunlight rays that people can touch. The Air section is a temporary scent-saturated forest, made from real vegetation that will be replanted at the end of the installation, enhanced with floating screens that augment the natural environment. The Earth installation features giant tubes with LED lights firing towards guests at varying speeds to create the exhilaration of speed and dynamic driving.

Once the sensory journey is complete, a hidden door opens within the giant curved screen that surrounds the space to reveal a physical model of Bentley’s 2035 car. 4D effects and artistic screen content are then used to contextualise the car’s features and the brand’s 100-year heritage.

In addition to creating the three-week event, UNIT9 also developed a supporting microsite, social content and an ‘AR Travel Pack’ which allows the event to travel around the globe and be accessed by students and the wider public, so continuing Bentley’s conversation around sustainability, craftsmanship and luxury.

Louise Burns, Head of Strategic Marketing Projects at Bentley Motors’, said: “Bentley stands for craft and craftsmanship so UNIT9, with their own exceptionally high standards, were the perfect partner for this project, which lets us communicate Bentley’s extraordinary journey into the future to people all over the world.”

Stephan Bischof, Creative Director at UNIT9, added: “It’s difficult to convey a car that’s 16 years ahead of its time, so we relied on emotion to help guests feel Bentley’s futuristic vision. To achieve this, we approached the event from a non-automotive point-of-view, focusing on reliving the emotions that are tied to a journey’s extraordinary moments. Visitors consequently get a better understanding of Bentley’s 2035 concept car, while building a deeper emotional connection to the brand.”

The experience ends on Thursday 25th July at 6pm

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Live experiences agency WRG, a division of The Creative Engagement Group, has put together a luxury pop-up installation to celebrate the opening of the newly refurbished Selfridges Beauty Hall in Manchester’s Trafford Centre.

From 10^th to 14^th October, The Social Studio provided a bijou venue for events, workshops, and meet-and-greets. It also provided a private space where VIP social media influencers were able to record their own beauty content in style.

Selfridges’ Social Studio was divided into three sections. The largest was used as a flexible workshop area where influential insiders from the beauty industry were invited to speak to a select audience.

The other half of the pop up was divided into two comfortable spaces, one offering a small seating area that can be used to host more intimate talks, and the other providing room for two private recording booths.

WRG’s design was inspired by the look of the new beauty hall, embracing the trend for popular “instagrammable” spaces that use high end finishes and fresh, modern colour pallets to create a luxurious environment.

Mark Jackson, Head of Environments at WRG, said: “The rise of the pop-up store phenomena is giving brands a perfect opportunity to create agile experiences in a retail environment.  They capture and engage their customers, targeting moments in time that complement their wider marketing campaigns. We are delighted to be working with Selfridges on this opportunity.”

Selfridges has just opened its newly refurbished Beauty Hall in the Trafford Centre, introducing more than 80 new brands, 1500 shades of foundation and 3000 lipsticks. There will also be personal shoppers called Beauty Insiders on hand to guide shoppers through the space, and share the inside scoop on the latest launches.

Vicki Cain, General Manager at Selfridges Trafford, said: “We’ve put a lot of time and energy making the Beauty Hall a memorable shopping destination, and we needed the perfect space to showcase the new experience it provides. WRG’s pop up Social Studio provides a flexible and fun environment for customers and influencers to enjoy the surroundings, participate in events and make the most of everything we have to offer.”

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