Bentley launched a new luxury personalisation studio in Westfield London that includes facial and emotional recognition software to guide you to your ideal auto. Bentley Studio London is in The Village, Westfield’s grotto of luxury fashion brands, and will offer shoppers a glimpse behind the scenes of the iconic British car factory in Crew, Cheshire.

Traditional materials like wood and leather will merge with cutting-edge facial recognition technology to help customers develop their perfect car and illustrate the range of customization options available.

Bentley’s Inspirator app is installed within the studio to allow fans to engage with the brand. Using emotional recognition technology, users are guided through an immersive film that is shaped, directed and inspired by customers' facial and emotional reactions. Based on your measures of engagement—captured by your device’s camera—a bespoke Bentayga or Mulsanne is recommended for you.

The latest Continental GT, Flying Spur, Bentayga and Mulsanne models are available for those wishing to view or test drive a car, and branded goods items from the Bentley Collection are displayed for purchase.

Similarly, Aston Martin launched a capsule studio in London earlier this year.