Inspiring the customization journey

How do you enhance Bentley’s commissioning process with personalization leading the way? We co-created an interactive installation based on the act of choosing as an exploration of personality and preference.

For Bentley’s first-ever pop-up shop, Momentum concepted and created a showroom experience which featured an interactive installation that responds to the choices made by potential buyers.

Each guest of the Bentley Studio was presented with a choice of three RFID key card designs to unlock their unique experience. Using registration and RSVP details to personalize the experience, a visit to any mood station presents a series of inspirational imagery where the guest can select their preferences.

Individual selections culminate in a Visionary Experience which is comprised of a large central screening area with custom seating, leap motion controls and an immersive sound environment. The RFID card activates an on screen finalé which circulates the collection of emotive lifestyle visuals selected at the mood stations. With subtle hand gestures, individuals can navigate the experience which concludes with a mood grid detailing appropriate color, and customized feature recommendations, and an invitation to meet with a Bentley configuration specialist. Perfectly suited, with personality in mind.

Bentley Studio has toured New York, Pebble Beach and Los Angeles so far. The installation is expected to rollout to numerous more locations throughout 2014.


What It’s Like To Buy A $200K Bentley In 2014 - Margaret Rhodes, Fast Company Co.Design

Bentley Studio Gives Customers A Chance To Design Their Dream Car - Dave Pinter, PSFK

Build Your Own Bentley - William K. Gock, Ozy

Frieze Art Fair Brings Auto-Themed Displays to New York - Phil Patton, The New York Times


Bentley interactive showroom experience


Momentum and Bentley


Red Paper Heart


Developed concept, custom applications, and RFID check-in system; designed installation, user experience, interface, sound effects; programmed custom selection and results algorithms, Leap Motion gestures


2014 rollout plan

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