Designing for Luxury in an Expansive Market
When people hear the word “luxury,” they often imagine exclusivity, refinement, and a sense of personalized attention. In the world of automotive retail, those expectations must be delivered consistently—even when the dealership itself operates at a substantial scale. For Aston Martin Bentley and Ferrari of Naples, Penney Design Group set out to create architectural experiences that honor each brand’s identity while ensuring functionality, operational flow, and a feeling of rarity within large, high-performing facilities.
Distinct Brands, Distinct Experiences
Although both Aston Martin Bentley and Ferrari cater to high-end clientele, their brand stories and visual languages could not be more different. Aston Martin Bentley projects an atmosphere of British sophistication—clean lines, warm materials, and a refined sense of craftsmanship that reflects its heritage. Ferrari, on the other hand, thrives on energy, precision, and passion—its spaces are bold, dynamic, and unmistakably tied to the thrill of performance.
In Naples, the challenge was not simply to create two beautiful showrooms under one roofline, but to give each brand the stage it deserves. Our design approach respected each manufacturer’s global guidelines while finding architectural solutions that kept the overall project cohesive. This balance allowed the dealerships to operate side-by-side while retaining their individuality.
Materials as Storytelling Tools
Material selection played a crucial role in delivering the right atmosphere for each brand. For Aston Martin Bentley, the palette leaned toward rich wood veneers, muted metals, and warm lighting that invite customers to slow down and savor the details. Soft textures and a more intimate scale in seating and lounge areas enhance the brand’s sense of tailored exclusivity.
In contrast, Ferrari’s space demanded high-gloss finishes, vibrant brand colors, and crisp lighting that accentuates the sleek geometry of the cars. Here, the architecture works almost like a spotlight—framing each vehicle as a piece of art while maintaining the excitement and drama that Ferrari owners expect.
The Customer Journey
Luxury customers expect more than just a sales pitch—they expect an experience. The layout of each dealership was carefully planned to guide visitors through a progression that feels natural and rewarding. For Aston Martin Bentley, the journey begins with a welcoming showroom that transitions into private consultation spaces, allowing for more personal conversations away from the public floor. For Ferrari, the flow builds anticipation, leading customers past iconic models and memorabilia before arriving at dedicated areas for vehicle configuration and delivery.
Both spaces also integrate service areas that maintain the same standard of design as the public zones. Large glass partitions offer a clear view into service bays, demonstrating transparency and precision in the work being done. This level of openness reinforces trust and aligns with each brand’s commitment to excellence.
Scale Without Sacrifice
One of the biggest design challenges in high-volume luxury dealerships is preserving a feeling of exclusivity within a large footprint. The Naples facilities needed to accommodate substantial inventory, multiple customer touchpoints, and extensive back-of-house operations without feeling overwhelming or impersonal.
We achieved this by breaking down the scale into a series of smaller, interconnected zones. Sightlines were controlled to reveal new areas gradually rather than all at once, giving customers a sense of discovery. Lounge areas, display zones, and private offices were strategically placed to create moments of intimacy within the overall expanse. The result is a dealership that can handle large operational demands while still delivering the feeling of a boutique showroom.
Future-Ready Design
In both facilities, flexibility was a key design priority. The luxury automotive market evolves quickly, with new models, changing brand requirements, and the increasing demand for electric vehicle infrastructure. The mechanical systems, electrical planning, and service layouts were all designed with adaptability in mind. This ensures that Aston Martin Bentley and Ferrari of Naples can update their spaces without requiring disruptive overhauls in the future.
A Unified Vision
While each brand’s space carries its own distinctive personality, the two dealerships share a common architectural thread—precision in execution, attention to customer experience, and a commitment to sustainability where possible. By carefully tailoring design strategies to the essence of each brand while integrating operational efficiency, Penney Design Group delivered a project that proves luxury and scale can thrive together.
The result is more than just two beautiful showrooms. It’s an architectural achievement that reflects the art, performance, and passion behind the world’s most prestigious automotive brands.
