Experiential
/
Environmental
/
Brand Activation
(
2
)
/ Credits
Bentley Motors / Luxury Card
Role:
Creative Director
/ Market
North America
/ Year
2026
/ About the work
For Monterey Car Week, Luxury Card partnered with Bentley to create a dedicated experience inside the Home of Bentley, the brand’s annual showcase of design, materials, craftsmanship, and hospitality.
Rather than compete for attention through scale, we created something more personal. An intimate leather atelier invited guests to personalize premium wallets alongside onsite artisans, connecting Bentley’s culture of bespoke craftsmanship with Luxury Card’s own attention to materiality and detail. Each wallet became a personal keepsake, extending the experience beyond Monterey Car Week.
The experience extended into the details, from tactile product displays that encouraged guests to pick up and examine the cards themselves to custom gifting, printed collateral, and digital touchpoints that carried the experience beyond the room.
/ Engagement
As Creative Director, I led the experience from concept through execution, shaping the creative direction across the environment, guest journey, personalization experience, product display, gifting, and supporting brand touchpoints.
As the scope evolved, the focus became increasingly simple: make every element earn its place. The personalized wallet experience became a natural draw, creating conversation with the artisans while giving guests a more tactile introduction to Luxury Card. The result was a compact experience that felt considered, useful, and at home within Bentley’s world.
