Bentley at Goodwood: a pavilion fit for a luxury brand

Vyra has worked with Bentley Motors, one of the world's best-known luxury car brands, on their popular Goodwood Festival of Speed show stand. More recently the brief went up a notch, with a request to significantly elevate the Bentley brand with a stand out activation.

The objective was to amplify Bentley's presence at Goodwood by strengthening brand visibility and creating a premium setting for all visitors, with special attention paid to the VIP experience. Our build needed to capture Bentley's reputation for elegance, innovation and authentic craftsmanship, while also drawing the attention of festival-goers in a high-traffic environment.

We began by conceptualising a pavilion structure, creating a layered journey that would attract festival-goers. At Goodwood decisions are often made quickly. Visibility was key, but the design also needed a clear and logical flow to encourage people to spend time within the site.

In close collaboration with Bentley's PR and design teams, we delivered a 500 square-metre two-storey structure built for re-use. A hero car was elevated on a circular resin platform at the front of the pavilion, set against black astroturf and a large LED wall. The Bentley Boutique was positioned outside, alongside a Craftsmanship space showcasing live demonstrations of interior stitching and marquetry.

Inside, Bentley's GTC Speed and Bentayga models were displayed on marble-effect plinths in a glazed, acoustically-softened showroom. A separate lounge allowed for one-to-one conversations around bespoke commissioning. Upstairs, the pavilion offered a whisky lounge, bistro dining area and racing terrace, with zoning and planting used to create areas for lively interaction and quieter conversation.

It was Bentley's biggest presence at Goodwood yet, and a fitting design for a brand renowned for luxury. Eye-catching exteriors, interior elegance, space to relax and a structure built to last.