Bentley needed a China launch for the Flying Spur, the brand's flagship sedan — a press and VIP programme staged across five-star hotels rather than at a single venue. Highteam China led the production. Luxoom was brought in for the parts of the room that carry the reveal: artistic direction, multimedia, stage. The car had to remain the unambiguous centre of attention while the room around it did the work of context.
The decision was to push the LED surface past the size at which it still reads as a screen. Below a certain scale, an LED wall is content — viewers see the frame, then the image inside it. Above that scale, the frame disappears and what is left is environment. The wall becomes a room. We designed the launch around that shift. The Flying Spur stayed at the geometric centre, the still point of the staging; the surrounding architecture carried the narrative, scaled and timed so the car never had to compete with it. Image and space stopped behaving as separate things.
The launch ran as a press and VIP programme across five-star hotel venues in China, introducing the Flying Spur to the market under the same staging logic at each stop: car at centre, room as image. Highteam China led the production end-to-end; Luxoom's scope was artistic direction, multimedia and stage design.
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