Bentley Sets Up Shop Inside London’s Westfield Mall

Walk down the halls of the Westfield mall in London and you can expect to find the usual: an H&M, an Apple Store, the Body Shop, Zara, Victoria’s Secret, a couple of Starbucks…. But this particular shopping center also has a Bentley dealership.

Or, we should say, a Bentley Studio, as the automaker has termed it. The location is set up by the manufacturer itself, and is designed more for showcasing the brand than it is for selling cars. It has a Continental, a Flying Spur, a Mulsanne, and a Bentayga on the floor, and you can place your order right there.

Naturally it has a broad range of merchandise from the Bentley Collection available as well. But it also has special displays, including a configurator and a new app it calls the Inspirator, which tracks your facial reactions to construct an “immersive film” experience.

The showroom is located in the complex’s high-end Village section, alongside brands like Burberry, Prada, Louis Vuitton, and Tiffany. Believe it or not, the Bentley shop is not the only automaker present inside the mall (not just in the parking lot): There’s a Tesla store on premises, and an Infiniti showcase on the ground floor – although that’s more of a kiosk in the aisle between the Hugo Boss and the Watch Gallery. The bigger surprise is that there isn’t a Ferrari Store on site.