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    Bentley Returns to Roots With New Name, Showrooms

    Western Edge by Bentley.

    Western Edge by Bentley.

    Well into its fourth decade of carpet innovation, Bentley Prince Street has gone back to its roots with a return to its original name and a re-commitment to quality and craft. Bentley, as the leading manufacturer will once again be known, launches a new visual identity, advertising campaign, and showroom spaces at NeoCon.

    The firm worked with San Francisco-based graphics firm Propp & Guerin to establish the new visual branding, complimented by a sharp series of ads focusing on iconic LA architecture. “There is no end to the creative inspiration that flows from the vast urban melting pot of Los Angeles, and the ocean, mountains and deserts that surround us," said Todd van der Kruik, vice president of design for Bentley.

    Whole new ranges of inspirations await Bentley’s arrival in Chicago. Two new spaces—a 3,500-square-foot outpost at the Kinzie Design Center, and a 950 square foot Merchandise Mart showroom—offer strong examples of the new Bentley style. “We’re inviting NeoCon attendees to take a break from the crowds and long elevator lines at the Mart, and join us for lunch across the street at our Kinzie Street showroom on Monday and Tuesday, from 11:30am until 1:30pm,” said Sherry Dreger, Bentley’s director of brand marketing. A party with a DJ and cocktails will also take over the Kinzie space on Monday, July 10, from 4-7 PM.

    While much is changing, Bentley’s leadership will stay much the same. “I think it is a tribute to the enduring culture of the Bentley brand,” said Grogan, “that most of the leadership team here today were part of Bentley at some point in the past, and now they have returned to help restore this company to its position as an entrepreneurial enterprise and design leader.”

    “Our home in Los Angeles inspires everything we do here at Bentley,” said Mr. Van der Kruik, “particularly in product design.” This is evident in Bentley’s new Western Edge Collection of Antron solution-dyed nylon, and fresh spaces across the country.

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