Bentley and Royal College of Art Collaboration Explores the Future of Luxury

Bentley and the Royal College of Art have collaborated on an exploration of what automotive luxury will look like in 2050. The Bentley Design team worked with students from the Royal College of Art to not only take a peek at the future, but to also train up the next generation of designers and artists. Bentley’s Design team provided curriculum and tutelage to the students, helping to guide and direct as the students unleashed their imaginations.

The students explored physical materiality, technology, and craftsmanship through virtual and digital tools with the end goal of creating a truly luxurious Grand Touring experience.

Stefan Sielaff, an alumnus of the RCA Automotive Design program and the Design Director for Bentley, saw the incredible potential in this project. “We wanted ideas and concepts that could potentially lead us in new and interesting directions, using the perspective of these digital natives—from all of the world—to see things differently,” said Sielaff. “These second-year students are the ones who will be designing the cars of the future—the tastemakers in training, if you will. That’s why the results of the challenge are so exciting.”

The collaboration worked on soundscapes, luxury stratospheric transportation, and sophisticated driverless elegance. Of the 24 submitted designs, four were identified as being particularly thought-provoking by the Bentley Design Team. The designs can be viewed on the RCA website.

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