Bentley #Launch #BrandExperience

European premiere of the Bentley Torcal in Hamburg

Exclusive brand experience for invited guests

For the European launch of the new Bentley Torcal, METZLER VATER created an exclusive brand experience spanning over 500 m² in Hamburg.

Client
Bentley Motors

Format
Live Experience

Platform
Product Launch

Services
Concept, architecture, technical planning, production, guest and event management

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Over 500 m² of Bentley brand experience

For the European launch, two lofts in Hamburg were transformed into a premium brand space. Various lounge areas, personalized configuration spaces and a coffee bar by Joe & The Juice created an exclusive atmosphere that invited guests to relax, connect and explore.

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Unveiling with a surprise guest

The event kicked off with an exclusive launch party, featuring the new Bentley Torcal showcased on a rotating platform. Alongside a DJ, drinks and the official vehicle unveiling, a special guest stole the spotlight: Mats Hummels was introduced as Bentley’s new European Brand Ambassador.

Personalization takes center stage

On the second day, the focus shifted to personalizing the vehicle. During five individual configuration sessions, guests had the opportunity to customize their Bentley to their own preferences. An exclusive guided tour of the Prototyp Automobil Museum rounded off the brand experience. As the lead agency, METZLER VATER was responsible for concept development, architecture, technical planning, production, as well as all guest and event management.

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