Bentley Motors is entering a new phase in its brand evolution with a series of creative appointments and lifestyle collaborations that expand its cultural reach beyond the automotive world.
The initiatives form part of a wider strategy by the quintessentially British luxury brand to align its identity with contemporary culture through partnerships in design, fashion, and lifestyle.
Recently, Bentley appointed designer Mai Ikuzawa and photographer and filmmaker Greg Williams as its first External Creative Directors. Both will work with Bentley’s marketing, communications, and design teams to shape the marque’s visual and storytelling direction as part of its “creative revolution.”
Ikuzawa is developing a new visual language for Bentley’s campaigns and a lifestyle collection scheduled for release in 2026. Prior to her appointment at Bentley, she worked extensively in design and motorsport culture.
Williams, known for his portrait and film work, will oversee a reimagining of Bentley’s photography and video content to reflect a more authentic and contemporary image.
Their appointments come as Bentley transitions toward a fully sustainable future, exemplified by the reveal of the EXP 15 concept car in Monterey earlier this year. The concept introduced the brand’s new “Winged B” emblem and a fresh design philosophy that reflects both innovation and tradition.
Expanding Bentley’s reach further is a collaboration with global café chain Joe & The Juice, connecting the brand with a younger, design-conscious audience.
Under the partnership, select Joe & The Juice locations are being transformed into Bentley-inspired spaces that feature natural materials and design details drawn from the marque’s headquarters in Crewe.
The collaboration reflects a shared appreciation for craftsmanship and creativity while introducing Bentley to new audiences outside traditional automotive settings.
With new creative leaders and partnerships in place, Bentley is redefining what modern luxury means for the marque — one that blends its 106-year heritage with a broader cultural presence.
