The world’s oldest Bentley retailer is the first to unveil the marque’s new global showroom design – a hospitality-led space built around discovery, craftsmanship and personalisation.
Jack Barclay Bentley in Mayfair has reopened its doors following a complete refurbishment, becoming the first Bentley retailer anywhere in the world to debut the marque’s new global retail concept. Unveiled by Bentley Motors in September 2026, the concept will go on to shape the customer experience across more than 220 Bentley retailers in over 60 markets – and that journey begins here, in the heart of London.
The new showroom was revealed just a day after the launch of Torcal, Bentley’s new model line and the marque’s first fully electric car, marking the start of an exciting new chapter for Bentley and its customers.
A fitting home for a new era
Founded in 1927, Jack Barclay is the oldest Bentley retailer in the world. It takes its name from John Donald ‘Jack’ Barclay, one of the celebrated Bentley racing drivers of the 1920s, and its relationship with the marque now spans almost a century.
That heritage made Jack Barclay the natural choice to introduce Bentley’s new vision for its retailers. The refurbished showroom honours the brand’s 107-year history while reflecting how today’s Bentley customers want to discover, specify and collect their cars.
A showroom reimagined
The new concept leaves the conventional, linear car showroom behind. In its place is a space inspired by luxury hospitality, where sculptural architecture, tactile materials and digital technology work together to make every visit feel more personal and more intuitive.
The experience begins on the street. A new façade gives the showroom a distinctive Bentley presence, combining integrated lighting with a fresh interpretation of the marque’s signature diamond pattern. Step through the curved glass entrance and you are welcomed not by a reception desk, but by a bar – setting a relaxed, informal tone from the moment you arrive.
Familiar Bentley design cues are woven throughout. Curving architectural forms draw on the winged Bentley emblem, the diamond motif reappears in both structure and materials, and Bentley Green runs as a recurring thread through the space. Light is treated as a material in its own right, guiding you through the showroom and drawing the eye to its key features.
The Atelier: Crewe craftsmanship in Mayfair
At the centre of the showroom is the Atelier, which brings the spirit of Bentley’s Crewe factory to Mayfair. Here you can explore an extensive palette of leathers, veneers, finishes and colours, handling the very materials that will make your Bentley your own.
Physical samples sit alongside the latest digital tools. A 3D configurator linked to a large LED wall lets you see your choices come to life at scale, moving seamlessly between touching a material and visualising it on your car as your commission takes shape with the Jack Barclay team.
Gallery, lounge and handover
Rather than standing in rows, the cars on display are presented within gallery and lounge settings, giving you the space to take in each model at your own pace in comfortable surroundings.
For the moment that matters most, dedicated handover areas have been created to make collecting your new Bentley – or setting off on a test drive – a genuine occasion. Digital displays and carefully curated lighting heighten the anticipation as you meet your car for the first time.
A shared investment in the future
Christophe Georges, Bentley’s Board Member for Sales and Marketing, described the brand’s retailers as one of the most important physical expressions of Bentley, explaining that the new concept is designed to feel “less like a traditional automotive showroom” and more like a space curated for hospitality.
Richard Leopold, Bentley’s Regional Director for EMEA, highlighted the importance of retailer investment to Bentley’s long-term success in the UK. He thanked Tan Sri Vincent Tan, Founder of Berjaya Corporation, for his continued commitment to Bentley through H.R. Owen, adding that the investment builds on Jack Barclay’s remarkable heritage while positioning the business strongly for the future.
Visit Jack Barclay Bentley Mayfair
Whether you are beginning your first Bentley commission, exploring the new Torcal or simply curious to see the future of Bentley retail, the team at Jack Barclay Bentley would be delighted to welcome you to the newly refurbished showroom in Mayfair.
