Promotion: car brand Bentley has transformed its art deco-style B1 building in Crewe into a specialist design studio, which aims to celebrate the site’s heritage while focusing on the company’s future.
Bentley aimed to restore the front facade of the 1930s building to its original design by removing later additions that detracted from the geometric art deco silhouette.
This contrasts with sweeping changes made at the rear of the building, where an extension with expansive glazing was added to create light-filled interiors for the designers and craftspeople inventing Bentley’s vehicles and lifestyle products.
Bentley has renovated its B1 building into a design studio
Bentley’s headquarters have been based in Crewe for over 80 years, making it a key component in the local economy.
The redevelopment of the B1 building was part of the brand’s plans to future-proof its business, ensuring it continues to remain a global leader in automotive manufacturing.
By opting to reuse the existing building, Bentley has prioritised sustainable design, which is indicative of its dedication to innovating vehicles.
The front facade was restored to its original design, with the addition of a glazed second floor
“The building looks to create a fusion between the history and the future of the company, remedying the many defects and alterations that the building has endured over its 86-year life,” said Bentley.
“The Crewe site employs more than 4,000 people and is Crewe’s largest single employer, representing a significant driver of the wider North West economy and a leader in UK luxury car manufacturing,” the brand continued.
“It is now critical that Bentley is able to develop its Crewe site to create a headquarters that can maintain a global competitive edge, realise Bentley’s vision to design and build new model lines and meet the needs of a modern integrated advanced manufacturing business.”
The latest Bentley emblem is the centre piece of the art deco facade
Originally built in 1939, the B1 building once acted as the main reception entrance to the wider Bentley site in Crewe.
The building underwent numerous alterations before being left unoccupied in 2020. Intending to restore the building to its original design, Bentley has demolished the later additions, which included a 1960s bungalow and a 1990s glass atrium.
The Bentley emblem, which was redesigned this year, crowns the centre of the art deco-style facade, placed above vertical bands of geometric glazing.
A stone staircase was retained
While the front facade was largely maintained to its original design, Bentley undertook some key changes to transform the building into a state-of-the-art design studio.
One of the major alterations was the addition of an unobtrusive glazed second storey on the roof, which has a roofline that sits just below the highest point of the original central art deco-style stepped facade feature.
“The aim was to preserve the integrity of the original building with a sympathetic second-floor extension,” said Bentley. “The decision was made to keep the cladding a dark grey and utilise as much glazing as possible, so the original building’s proportions would be the main event.”
A brass plate marks where the old and new staircases meet
Inside, a double-height exhibition hall provides space for clay modelling plates, machines and workspace for designers, while a mezzanine level offers breakout space for collaboration.
The interior has an industrial feel, honouring the site’s heritage, with the building’s steel structure left exposed.
The B1 building once acted as the main reception entrance to the wider Bentley site in Crewe
The original staircase at the B1 building’s entrance was retained, including its stone steps, wrought iron balustrade and brass handrail.
It continues into a contemporary staircase leading to the newly added second floor. Bentley gave the staircase a modern brass handrail, which was separated from the existing handrail by a walnut wood newel post topped with a brass plate commemorating the meeting of old and new.
Elsewhere in the building, a car lift leads to an accessible rooftop, where cars are exhibited on three turntables.
The renovation project has resulted in a collaborative space that maintains the rich character of Bentley’s heritage, while creating a future-focused design studio that enables the team to create the next Bentley models.
To learn more about Bentley, visit its website.
Partnership content
This article was written by Dezeen for Bentley as part of a partnership. Find out more about Dezeen partnership content here.
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