Global in pictures: Bentley opens digital experience in Amsterdam hotel

British car manufacturer Bentley has launched a new digital experience within the Conservatorium hotel in Amsterdam.


The brand activation is housed in a lounge designed by Bentley Leusden, the official Bentley retailer for the Netherlands. It does not showcase any physical cars and instead features a hi-tech laser projection on a 3.5-metre wide screen.

This can also be used as a digital showroom, where visitors can virtually personalise their car from a choice of colours, interiors and other accessories. They can also view their car from every angle and from a lifesize perspective.

The digital experience aims to bring the brand’s history and current automotive offerings to life.

The lounge also features a hospitality area and a selection of branded merchandise to purchase, while consumers can book a test drive from the Conservatorium hotel directly.

Bentley customers can additionally drop off and pick up their car from Bentley Amsterdam when maintenance work is due, and the the brand’s cars will be available, upon request, to guests of the Conservatorium for private transfers around the city during their stay.

Bentley Amsterdam is located within the building’s Van Baerle Shopping Gallery, and it is open to both guests and prospective customers.

Robert Engstler, regional director Europe at Bentley Motors, said: "With Bentley Amsterdam our brand gains a footprint in one of the city’s most luxurious hotels and in one of Europe’s most exciting cities. People have the chance to experience Bentley in a very inspiring and a new atmosphere. I am sure this will be a very valuable addition to our customer offering."

More: Sector insight - How experiential works in the automotive world

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