Bentley Motors is turning a new page in its long history. In a bold move, the company appointed two new External Creative Directors: designer Mai Ikuzawa and photographer Greg Williams. This is a first for the brand. This decision shows how serious Bentley is about its future. They are embracing a new creative vision to shape the marque’s next chapter. It’s a fascinating step for a company with such a deep heritage.
Shaping Bentley’s Future
The appointment of these two individuals is strategic. Mai Ikuzawa and Greg Williams will work closely with Bentley’s design and communications teams. Their job is to provide fresh insight and strategic advice. They will help reaffirm the brand’s cultural significance. Their unique perspectives will influence future advertising and product curation. This initiative follows the recent debut of the EXP 15 concept car. It is a sign of more changes to come.
Mai Ikuzawa: A Fusion of Art and Adrenaline
Mai Ikuzawa has deep roots in both car culture and design. She has a lifelong passion for speed, style, and storytelling. Ikuzawa brings a unique blend of artistry and adrenaline to the role. Her background in graphic design and product curation is perfect for this role. Her first project was to create a new visual language for Bentley’s advertising. She is also working on a new lifestyle collection for the brand. This collection will make its debut in 2026.
Greg Williams: Capturing the Human Spirit
Greg Williams is a very influential photographer. He is known for his authentic and candid aesthetic. He began his career as a warzone photojournalist. His work later turned to film and portraiture. Williams is also a longtime Bentley owner. He brings a distinctively human perspective to the brand. He will oversee a major reimagining of Bentley’s image-making. Williams has already started a creative dialogue with Mai Ikuzawa. His work will span both stills and motion.
The Pivotal Year of 2025
This year is a significant one for Bentley design. It has already seen the reveal of a new emblem. This is only the fifth version of the famous ‘Winged B.’ The EXP 15 concept car was the first to wear the new wings. This new concept car is a fully electric three-seater. It demonstrates the brand’s new design and engineering principles. The appointment of these new Bentley external creative directors shows the pace of change.
A Legacy of Pioneer Spirit
Director of Design Robin Page is excited about the new appointments. He notes that Bentley has always been defined by its stories. The stories are about how its cars are experienced and remembered. Page believes Ikuzawa embodies the pioneering spirit of Bentley’s founders. She brings a bold perspective that connects to the brand’s heritage. He also stated that Williams will bring authenticity to the imagery.
A Bold and Relevant Future
Mai Ikuzawa is ready for the challenge. She feels her role is to help the brand recapture its confidence. She wants to bring Bentley’s heritage to life in a relevant way. She is excited to apply her experience to such a historic brand. Greg Williams echoes this excitement. He looks forward to creating bold and distinctive imagery. The new imagery will stay true to Bentley’s extraordinary spirit. Their collaboration is a sign of a new, more modern direction.
Summary Bentley has appointed Mai Ikuzawa and Greg Williams as its first External Creative Directors. This marks a new era for the brand’s design and storytelling. Ikuzawa, with her expertise in car culture and design, will create a new visual language. Williams, a renowned photographer, will bring an authentic human perspective to the brand’s imagery. Their roles signify a new chapter for Bentley, following the recent reveal of the new ‘Winged B’ emblem and the EXP 15 concept car.
Disclaimer: The information in this article is based on a recent press release from the company. Details regarding future products and initiatives are subject to change.
Source: Bentley
