Finnish design agency Ultra has won Dezeen and Bentley’s Future Luxury Retail Design Competition with a proposal for invite-only, temporary pavilions to house an exclusive range of Bentley cars.
Called Bentley Intercontinental Pavilion, Ultra’s proposal comprises a series of temporary pavilions situated in selected locations around the world.
Each pavilion would be designed to reflect the unique context of the location and would be built by local craftspeople.
The pavilions would be designed to showcase an imagined series of Bentley cars called Intercontinental. The localisation would extend to the vehicles themselves, which would be able to be specified with unique features and materials depending on the location.
Customers interested in owning a vehicle in the special series would be invited to the respective location that reflects the origin of the specific model they are interested in. Final selections on the details, finishes and materials of the cars would be made in collaboration with local artisans.
The interior of each pavilion is purposefully restrained to allow the space to come alive through an AR experience that aids customers in making final decisions.
The Future Luxury Retail Design Competition judging panel consisted of visualisation artist Charlotte Taylor, Halleroed co-founder Ruxandra Halleröd and Parisian concept store Colette co-founder Sarah Andelman.
They were joined by Chris Cooke, head of design collaborations at Bentley Motors, and Dezeen editorial director Max Fraser. The judging panel selected the Intercontinental Pavilion as the overall winner of the competition.
“This entry stood out because it was quite different in the way that it approached the brief, taking a refreshingly local approach that’s rooted in the importance of local craft and materials,” the judges said.
“The entrants ran with this ‘local’ concept and used it to create a series of unique experiences in which Bentley customers are taken to an extraordinary place that reflects the luxury product they are buying.”
“Many of the other entrants proposed highly complex ideas, but we were drawn to the simplicity of this concept, which rethinks the retail experience in an imaginative and impactful way while also being highly feasible.”
Read more about the proposal below:
Bentley Intercontinental Pavilion by Ultra
Helsinki, Finland
First place
“Bentley Intercontinental Pavilion is an exclusive and temporary experience, embodies Bentley customers’ passion for cultures around the world.
“It is an invitation to explore local artistry and craftsmanship in selected locations.
“The pavilion works as the handover venue for a limited series of vehicles. The series called Intercontinental has four versions of the cars each detailed with local materials to reflect the unique culture of each of the four locations.
“The customers ordering these special vehicles are invited to the pavilion temporarily located at the origins of their version of the Intercontinental series vehicle.
“The interior of the pavilion works as a blank canvas coming alive in an AR experience supporting the customer in their final decisions.
“The exclusive journey to the pavilion is a truly unique experience that harmoniously blends with its natural backdrop, while showcasing Bentley’s commitment to craftsmanship and sustainability.
“The frame is built from locally sourced materials by local craftspersons. When it’s no longer needed, the pavilion can be dismantled without leaving a trace.”
Future Luxury Retail Design Competition
The Future Luxury Retail Design Competition is a global contest that challenged architects and designers to define the future of luxury retail.
Through the competition, Dezeen and Bentley sought to explore the momentous changes currently taking place in the luxury industry and seek to discover forward-thinking ideas for both digital and physical luxury retail experiences of the future, in and out of the automotive world.
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The contest received entries from over 145 contestants from more than 33 countries around the world. The panel shortlisted 15 proposals, which were published on Dezeen.
The winner will receive a top prize of £15,000, while the runner-up will receive £10,000 and the third-placed entrant will receive £5,000.
Find out more about the Future Luxury Retail Design Competition ›
Partnership content
The Future Luxury Retail Design Competition is a partnership between Dezeen and Bentley. Find out more about Dezeen partnership content here.