Bentely Feel The Space
For the launch of the 2023 Bentley Bentayga EWB, our team at Iris Worldwide developed a cutting-edge interactive biometric experience that brought the vehicle’s advanced wellness and relaxation features to life in a deeply personal and immersive way. The Bentayga Extended Wheelbase (EWB) itself redefines what a luxury SUV can be — combining Bentley’s signature craftsmanship with elevated comfort, space, and wellbeing enhancements that set a new standard in luxury automotive design.
This experiential installation traveled across Bentley dealerships nationwide alongside one of the first Bentayga EWB production vehicles, sourced directly from Bentley’s headquarters in Crewe, England, to debut the experience in market.
Concept & Experience
The core idea was to let participants feel the impact of the vehicle’s wellness technologies through their own biometric response. Participants were seated inside the Bentayga EWB and fitted with Muse headsets, which tracked real-time brainwave activity as they engaged with the vehicle’s relaxation features.
This live data was fed into a code-based generative animation system, transforming individual biometric input into a bespoke visual experience that unfolded in real time. Each session was intentionally unique, visually mapping the passenger’s state of mind and relaxation as it evolved during the experience.
This real-time system was developed in partnership with DPT, a tech-driven creative studio that architected the underlying framework that made the biometric visuals possible.
Role & Contributions
As Senior Designer, I was responsible for shaping the look and feel of the digital experience and supporting the physical retail execution. My contributions included:
Look Development: Defining the visual language and aesthetic direction of the generative visuals to reflect relaxation, clarity, and luxury.
Storyboard & Narrative Development: Crafting storyboards that guided how the biometric data would be represented visually over time.
Animation Design & Execution: Creating and refining animated elements that responded to real-time biometric input while remaining visually coherent and emotionally resonant.
Art Direction: Overseeing all visual components of the experience, ensuring alignment across both the in-car digital experience and the dealership exhibition environment.
I worked collaboratively across design, tech, and production teams to elevate the experience concept into a refined, responsive system that communicated Bentley’s brand values through both design and emotion.
Impact
The Bentley Bentayga EWB biometric experience offered participants a first-of-its-kind intersection of luxury automotive technology and personal wellbeing. By connecting biometric data to generative visuals, the activation made an abstract value — relaxation — tangible and engaging. It demonstrated the potential of real-time creative systems in immersive brand experiences, while reinforcing the Bentayga EWB’s position as a leader in automotive comfort and innovation.
