The first electric Bentley created an opportunity to rethink driving modes, from the ground up. Rather than asking the driver to control how the car behaves, we explored a more human proposition, helping define how you want to feel. The result, the Curation Engine, combines control and output of a wide array of cabin actors driven by an intelligent system, accessed through a single physical touch point. The challenge was to give Curation Engine a distinctive visual language. One that could express the Bentley brand through light, material, motion and atmosphere, while making emerging technology feel intuitive and emotionally resonant.

A new creative framework was developed around four core experiences. Bentley, Sport, Comfort and Refresh. Light, became the fourth material, an exploration of digital craftsmanship inspired by glassmaking and natural variations in crafted artefacts, celebrating the ‘hand of the maker’. This forged a new digital pipeline comprised of physical craft, live motion capture, 3D visualization and using real environmental footage to provide context and grounding to each experience state. Harmonizing the physical and digital worlds with this approach meant authenticity always remained central to the artistic expression.

Focusing on UX and art direction and working closely with various creative and technical teams, the role spanned creative strategy, 3D exploration, experience mapping and wireframe and motion logic. Concepts were taken from early vision through to functional prototype and then into series production. This included close collaboration with technical software partners CARIAD and E Solutions to translate the creative intent within real vehicle compute and software constraints.

The result established a new digital pipeline for Bentley that also played a leading role in the development of glass-inspired logo animation and various detox screens that accompany the Curation Modes. An internal vision film and digital buck prototype became the creative sign-off properties for the product experience, ahead of Torcal’s global reveal in London and the ‘Black Box’ press programme back at Bentley HQ in Crewe, UK.