There was a time when manufacturers offered owners little more than an umbrella, maybe a hat or jacket, emblazoned with the brand to display customer loyalty.
Not now, branded goods are big business for the vehicle manufacturers, covering a gamut of goods from lapel pins to astronomically priced watches.
But now Jaguar and Bentley have taken it one step further.
In September the world’s first Jaguar suite opens at London’s 51 Buckingham Gate Taj Suites and Residences, part of the Taj Hotels Resorts and Palaces which, like Jaguar, is ultimately owned by TATA.
The sleek design of this 1,832 sq ft, two-bedroom suite references classic and contemporary Jaguars, from the E-type to the C-X75.
Overseen by Jaguar design director, Ian Callum and his team, the suite features specially commissioned automotive inspired artwork and displays, using materials taken from the cars, such as leather, metal and high gloss veneer.
The Jaguar experience starts at the door, with sleek wood panelling, greeting guests on arrival and Jaguar damask lining the bedroom walls. Intriguing design features are evident throughout, from the minimalistic clean-fuel fireplace referencing the shape of the brand’s hallmark rear window to the finest leather that lines the cars, ebony veneer doors and custom-made Jaguar wallpaper.
Small Jaguar wave motifs and Jaguar trapeze detailing accompany an array of carefully selected collector’s items that adorn the suite and will be familiar sights to those who know these motoring masterpieces.
The two bedrooms are fitted with super-king sized beds with Italian leather headboards, soft carpets, state-of-the-art fittings, a 32-inch wall mounted television and custom-made wallpaper with subtle Jaguar motifs.
En-suite bathrooms feature adaptable mood lighting, marble floored walk-in showers and oversized baths.
The spacious living room has sofas and large windows with a courtyard-facing balcony, creating a light and airy ambience. One wall is covered in Italian leather, embedded with a 42-inch television and the modern and minimalist clean-fuel fireplace, referencing the rear windows of the cars to complete the sophisticated look. The suite offers the best in Denon and Creston sound systems, with Blu-ray DVD player, iPod docking station and Sonance ceiling speakers throughout.
An archway leads through to a dining room that doubles up as a meeting space, seating up to ten people. For those needing a quiet workspace, the separate study, with its custom-made desk, modern design and latest IT equipment, is just the spot.
Complete with a fully-equipped, gloss-black kitchen, guests can dine as if in the comfort of their own home.
Just a stone’s throw away is Mosimann’s private dining club that, like Bentley, is a Royal Warrant holder.
The Bentley Room has been updated with a new dash of Bentley décor and detailing. A calming colour scheme of neutrals with accent details of racing green and purple silk evokes a contemporaneous sense of the racing marque’s illustrious history as well as its contemporary design flair.
Seating 14, with standing room for 28, the room was designed by Caulder Moore, which also designed the Bentley Living Room at the company’s headquarters in Crewe, in 2010.
The walls are decorated with photographs of great racing moments and Bentleys old and new, to include a mixture of current and heritage imagery together with original art from the styling team based in Crewe.
The update features a new table and wall unit made by Matthew Collins Furniture, chosen for its high quality furniture, and originally a company founded by the Prince’s Trust, one of Bentley’s chosen charities. The center piece table is surrounded by classic green leather dining chairs, each seat handcrafted along the original designs for a 1926 Bentley. The table is finished in Bentley burr oak, burr walnut, and stained burr walnut veneers with picture framing marquetry to echo veneers used in the flagship Mulsanne.
In addition to the new table, the room boasts an array of accents and accessories designed to reflect Bentley’s craft and quality. A new wall unit employs dark stained burr walnut veneer with Mulsanne handles for drawers and Bentley leather lined shelves (shortbread hide) to echo details on the flagship four-door saloon.
The new mirror and door panel are finished in Burnt Oak Bentley hide with shortbread stitching with Bentley logo embroidery to echo the personalisation of the model.
Door handles have been made at Crewe with Bentley knurling detail to echo the gear knob and switches; while the Pendant light encompasses sketches depicting Bentley’s coupé and four-door heritage from the earliest Bentleys to the new Continental GT and Mulsanne.
Related posts:
- Jaguar E-Type Celebrations Continue
- Jaguar Celebrates 50 Years of the Iconic E-Type
- Jaguar Celebrates E-Type’s 50th Anniversary at Monterey
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