Approval Matrix: Bentley designs by experience

The Bentley Visionary Experience provides customers with 1.3bn possible personalisation combinations, and ‘elevates commissioning a Bentley to a new level by tapping into your inspirations’ according to the company.

First, visitors select one of three plastic keycards. Next, they navigate a series of luxury stock images, using their cards to select those that most appeal to them. These images are then displayed on an x-y axis that indicates whether the user leans more toward adrenaline or serenity, and legacy or future-facing designs. The software suggests a colour palette based on these preferences.

After a consultation with a designer, a fully customised Bentley is rendered. Overall, the experience is engaging, but beyond the luxury trappings, it feels a bit like a glorified BuzzFeed quiz, answering the unasked question ‘what should my taste in cars actually be?’

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