Brand promise: Phillippe Starck designs a bespoke electric Bentley charger
As the motor car evolves into its next more sustainable life, carmakers are taking the opportunity to rethink the world of mobility. This means addressing vehicle design in an entirely new way for the battery-electric mechanics offer an opportunity to rethink the classic motor car package. New mobility demands a fresh approach to retail too. It crucially means making sure the accessories required to make electrification a reality share a similar visual language. Electrification needs an ecosystem and it all has to seamlessly integrate into the brand.
Charging points are one of the most obvious ones to be considered. A few car companies have addressed this intelligently – namely BMW with the in-house i car charging points, and Tesla with its Supercharging zones dotted in key geographical locations. More recently, Bentley Motors has collaborated with the celebrated French product designer Philippe Starck for a bespoke electric charging doc to complement the luxury marque’s first part-electric offering. Using tactile and sustainable materials, Bentley by Starck Power Dock aims to introduce a luxurious touch to electrification and take some of the cold technicality out of clean driving.
The doc will charge the Bentayga Hybrid, available in certain markets from mid 2018. Much like the car Starck has worked with innovative sustainable material here – pressed eco-linen with bio-sourced thermosetting resin forms the elegant surround – while the domed frontage uses a hot-pressure aluminium casting. The idea is to encourage customers to plug in their cars as often as possible and at home with Bentley by Starck blending seamlessly into the domestic environment.
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