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Noë & Associates was invited by Bentley Motors to experience the launch of the 100th Anniversary EXP 100GT car at the Bentley headquarters in Crewe, North England. The car is a future vision of how the luxury brand will evolve in the next few years through the use of technology on an all-electric platform, yet still combining the most exquisite of artisanal crafts. To celebrate our visit, our content team created a short film of the launch.

“The EXP 100 GT is a canvas for what makes the future of luxury. It represents the kind of cars we want to make in the future”

Noë & Associates were appointed to create the name, brand strategy, and marketing campaign for Beckford House & Tower. Located on East 80th and East 81st Streets, we worked with developer Icon and award-winning design firm Studio Sofield to create a brand identity and collateral that elegantly complement these gracious residential buildings with the right balance of classic and contemporary. The 104 apartments recall the grandeur of the work of Rosaria Candela and celebrate an artisanal and handcrafted approach to interiors. The craftsmanship, grand spaces, and exquisite detailing inherent to the building are celebrated throughout all the communications. The uniqueness of the sister buildings is illustrated in the brand identity – two distinctive tassels which will be incorporated in stone into the finished facades, intertwining to become one.

“I approach design as a series of emotional experiences. Each space with its own narrative, like if someone could tell a story while walking through the building.”

“Known for his unique take on modernism, William Sofield believes that design must not only look good but live well.”

Every detail of the project was considered to reflect the inherent quality in the finished buildings. Silk and linen papers were combined with the most intricate artisanal engravings and multi-level embossings, creating a suite of materials evoking times gone by.

“We manufactured many thousands of custom crafted stones. Each was individually cut to size, shaped, finished and numbered, to be hand-laid by expert stonemasons.”

“So much is now said about ‘lifestyle’ and how people can be categorised into ‘types’. This has been overplayed. People define their own lives and I just want to help them express that”.

Bentley Motors

EXP 100GT – The Future of Bentley

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