Bentley Studio 9 Frankfurt by ROC.D
The collection and handover of a new vehicle is a special moment for every car owner. Especially when it is a prestigious vehicle such as a Bentley. To ensure that such an experience takes place in a suitable environment, Bentley Frankfurt has entrusted the design experts at the Republic of Contemporary Design (ROC.D), under the direction of Chief Designer Dr Eltahmash Israr, with the design of its new delivery area.
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Bentley Frankfurt has been one of the most important dealerships of the British luxury brand in Europe for several years. The traditional brand, which stands for luxury, performance, elegance and British lifestyle like no other, has been enjoying increasing popularity for years and has more than doubled its vehicle stock in Germany since 2010. The Auto Bach Group has decided to redesign the delivery area so that both new and long-standing Bentley customers can enjoy an experience in keeping with the brand.
“We had the task of creating a room design that ties in with the tradition and values of the Bentley brand,” says Dr Eltahmash Israr from ROC.D. “…we had to succeed in creating a stage that fascinates the observer with a single glance.”
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The design more than lived up to this objective. The entire space is concealed behind heavy curtains reminiscent of a theatre. As soon as the curtains “fall”, the eye is inevitably drawn to the vehicle, which is illuminated by a specially designed lighting installation. The subtle illumination within the darkened room creates an atmosphere that is just as luxurious as the mix of materials used. Dark wood looks merge with smoked glass elements and a textile-like floor covering to create a timeless interior. Very assertive, yet restrained, it is able to emphasise the beauty of the automotive design.
Despite all the understatement, the imposing rear wall made of Noël & Marquet 3D wall panels (Pyramid model) with its 170 cm wide Bentley logo clearly indicates where one is. The Bentley sales team confirms that the brand message and brand image are staged so well that many an automobile enthusiast will not be able to take enough souvenir photos.
3D wall panels Pyramid ARSTYL
The rear wall made from Pyramid Arstyl 3D wall panels pays homage to the contrasting leather texture and applications of a Bentley. When selecting the material, the Pyramid model impressed the designers with its clear design language and its ability to give walls an exciting three-dimensional structure. The calm appearance of the three-dimensional wall panel blends harmoniously into the ambience created by Dr Israr. Measuring 190 x 1135 mm x 18.5 mm (H x W x D), the panels are quick to install and offer plenty of scope for design thanks to their slim design.
Thanks to the geometrically shaped design, the 3D panels can be installed horizontally or vertically on walls or ceilings. The wall panel, created by Belgian designer Michaël Bihain, can be painted as required without primer.
The design team
The Republic of Contemporary Design develops customised interiors worldwide according to the individual wishes of its clients. The team led by head designer Dr Eltahmash Israr covers the entire spectrum of interior and product design. Demanding customers, for example, have the option of getting not only the room but also the furniture customised. The Frankfurt design company offers all the end-to-end services that the customer requires – including professional assembly. Interested parties can get their own impression of ROC.D in Frankfurt’s Europaviertel district, not far from the Messeturm, where their flagship store for exclusive interior design and interior architecture is located.
“The use of Noël & Marquet 3D wall panels in the form of the Pyramid model was a crucial step in emphasising the aesthetic identity of this prestigious delivery area. These panels not only replicated the contrasting leather texture and applications of a Bentley, but also provided the opportunity to give walls a fascinating three-dimensional texture,” comments Dr Israr.