Grand Opening of the Bentley Cube in Korea

Bentley Seoul celebrated the grand opening of the Bentley Cube in Cheongdam, Seoul. As the first Bentley retail concept reflecting a contemporary luxury lifestyle, the Bentley Cube premieres a new design concept which will influence future Bentley retail and experiential concepts around the world.



A New Design Statement

The embedded diamond concept is a contemporary display created by Bentley to showcase its vehicles and create a recognisable mark for the brand in the world beyond the vehicle.

Straight grain walnut, a material with a long standing connection to the Bentley brand, having being utilised in some of its earliest cars and still one of most popular wood veneer choices by customers today, is re-imagined in a contemporary form language that respects the material’s natural beauty.

The vertical veins of the structure are aligned to reveal a layer of embedded diamonds within the negative space. The diamond motif is a subtle nod to the iconic graphic within the Bentley brand that has been utilised in many ways across the Bentley matrix grille, diamond knurling and quilted seats. The curved form that surrounds the car stage presents an invitation to look deeper into the pattern which reveals itself as the viewer moves around it, while the framework around the veins is a sculptural homage to the Bentley Flying B.

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extraordinary customer journeys

Hanjoon Kim, CEO of Charmzone Automotive, said:

“The opening of the Bentley Cube marks a new chapter for extraordinary customer journeys in Korea, and builds upon a major milestone for exclusive customer experiences through the Bentley Seoul Membership program launched last year with the opening of the Bentley Tower in Seoul. With the Bentley Cube, Charmzone Automotive will establish Bentley as a leading luxury lifestyle brand in Korea, backed by our expertise in being one of the first luxury car brands to enter Korea in 2006, and in leading the Korean luxury car market for the past 17 years.”

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Mulliner - the ultimate personal commission

Displayed to customers and invited guests in the Batur Studio Suite during the opening of the Bentley Cube, the Bentley Batur by Mulliner is the latest coachbuilt vehicle to be created by Mulliner. Limited to 18 examples worldwide, the Batur is characterised by a new, minimalist design language and defines the Bentley style in the forthcoming electric car era.

Mulliner represents the very pinnacle of automotive design and expertise, which underscores the importance of Mulliner to Bentley business. The presence of our personal commissioning services, across our features, collections and coachbuilt will be strengthened in Korea.

At the Bentley Cube opening event, Bentley presented a limited edition Mulliner Collection, designed in collaboration with contemporary artist Ha Tae Im. Limited to a series of Continental GT models, the Mulliner Collection vehicles will reflect Ha Tae Im’s signature ‘Colour Band’ and rhythmic formative language in her art. Each vehicle will be paired with a unique artwork created by Ha Tae Im in celebration of the limited edition model. This will be an exciting foray as the first Mulliner Collection project in Korea, with more to come in the future.

Discover more about Mulliner here

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At the Forefront of the World’s Leading Luxury Market

Korea was the top performing and fastest growing market for Bentley in the Asia Pacific region last year with 775 deliveries. Through the S and Azure model introductions in Korea this year, we will provide an even greater level of choice to customers in Korea. While every Bentley embodies luxury and performance, the S models adjust the grand touring recipe to centre on the pleasure of driving, while the Azure models provide the ultimate in wellbeing and on-board comfort through a suite of design and technological features.

With these developments, we are confident in enhancing our appeal to new target groups and achieve an even higher level of sales success this year in Korea.

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