Entering a new era of contemporary luxury and brand building outside of automotive, Bentley wanted to reach new audiences and gain credibility in the architecture and speciality travel spaces. Launching their new drive experience “Extraordinary Journeys”, Bentley needed a flagship programme that would build on their transition into a luxury lifestyle brand and offer exclusive experiences aligned to their values in design, sustainability and craft – all with the aim to reach new audiences.

Traversing 650km of Sweden and Denmark’s awe-inspiring landscapes, the Scandinavian Extraordinary Journey guided journalists from the most reputable titles across lifestyle, architecture and design through breathtaking scenery and spaces in the company of Chris Cooke - Bentley’s head of design collaborations.

The journey began at Stockholm’s Ilse Craford designed Ett Hem hotel before adventuring through the Swedish woodlands where guests visited TailorMade architect’s Naturehouse for lunch against the scenic backdrop of Lake Vättern before arriving at Trakt for a luxury wilderness and fire dining experience. Travelling on to Copenhagen, guests stopped at Wanas Hotel & Sculpture Park before reaching the iconic Nimb Hotel. Finally, guests embarked on a tour at leading architectural practice BIG before a culinary crescendo at Noma. Utilising the extraordinary locations and people behind the spaces, a series of short films were created to tell the story of the experience and amplify the narrative across Bentley’s channels.