Bentley’s commitment to “Digital Craftsmanship” has culminated in the launch of the first bespoke animated welcome lamp, offering customers a unique and personalized animated projection as they enter their car. This feature represents a true blending of artisanal luxury and cutting-edge digital innovation, setting a new benchmark for personalization in the automotive world.
For over a century, Bentley has specialized in the tactile luxury of handcrafted materials. Now, the dimension of light is being fully embraced as a medium for bespoke creation.
The true genius of this innovation is the ability for customers to curate their own personal animation. The projection sequence consists of two parts: an introduction sequence when the door is first opened, followed by a seamlessly looped animation that continues while the door remains open.
The possibilities for personalization are virtually limitless:
- Translating Interior Details: A customer’s unique, personalized embroidery design from the headrest can be animated and projected onto the ground, creating thematic cohesion between the cabin and the entry experience.
- Artistic Interpretations: The animation can be as simple and elegant as a handwritten projection or as intricate as a floating feather.
- Cultural Homage: Mulliner recently created an intricate animation for a collection celebrating the Romanian Athenaeum Concert Hall in Bucharest. The projection featured dancing musical notes centered around warm light, drawing inspiration from the bespoke cabin detailing.
Animations can be up to 11 seconds long, offering a rich, dynamic welcome that creates an instant moment of emotional resonance.
This feature signifies a pivotal shift in the luxury sector. It moves beyond the physical materiality of luxury (the flawless leather, the mirror-polished veneer) and explores how a vehicle can deliver a curated, emotional experience. The Mulliner Bespoke Animated Welcome Lamp is not just an accessory; it is a signature moment, a digital handshake that is completely unique to the owner and their vehicle.
As Bentley continues its journey into digital craftsmanship, expect light to become an increasingly integral, personalized, and animated part of its future design language. The next level of bespoke luxury has been illuminated.
