When outsiders think of Denver, a Bentley probably isn’t the first car they picture on our roads. More likely, they imagine Subaru Crosstreks or Toyota 4Runners, Chacos on the gas pedal and long drives up I-70.
So it may come as a surprise to some that Bentley — the British marque known for its handcrafted, high-performance luxury vehicles — officially opened a reimagined showroom in the Mile High City this past May. But for those who know Denver well, their arrival feels less out of place and more like a reflection of the city’s evolving identity. Around here, a rugged outdoor lifestyle doesn’t have to mean sacrificing luxury.
If anything, the two are starting to go hand in hand.
With a showroom built to feel more like a boutique destination than a dealership and an opening event that blended high style with Colorado cool, Bentley Denver is staking its claim as a new hub for modern luxury lovers. And from the brand’s Colorado-ready vehicles to its plans for immersive lifestyle experiences across the state, this opening is just the beginning.
Bentley Denver Showroom Reopens With Justin Great Collab
If Bentley Denver’s new showroom was designed to feel like more than a dealership, its opening event, Bentley and Brims, made that vision crystal clear. Walking into Bentley Denver’s new Lone Tree showroom, it’s obvious that the space is just as much designed to be a high-end destination for luxury car enthusiasts as it is a showroom for finding your next vehicle. Built with sleek architectural lines and clean yet curated customer spaces, the showroom carries a unique energy that’s equal parts refined and electric.
At the opening of the showroom, this energy was tuned to the highest frequency. Guests were greeted with custom cocktails and elevated hors d’oeuvres from Jing Denver, along with the option for private test drives of the dealership’s inventory. Peter Paul Scott, Manhattan-born fashion industry legend who has turned his attention to spotlighting tastemakers in Denver, further elevated the vibes with a live DJ set.
While certainly operating with an air of refinement, the event was nevertheless infused with rugged Colorado style. A select number of VIPs were invited to customize a bespoke hat with Bentley’s featured guest, Justin Great. At first known for his namesake streetwear brand, Great is now a multi-hyphenate entrepreneur in Denver. For his OUT WEST hat brand, he makes bespoke wide-brimmed hats using traditional western methods.
READ: Western Roots With Modern Edge: Inside CCG’s Hats-A-Blazin Event with Justin Great
Great partnered with Bentley for the Bentley and Brims event to solidify the manufacturer’s presence in the Mile High City — one that combines down-to-earth Colorado spirit with upscale luxury into one cohesive energy. And contrary to what the rest of the country might think about Mile Highers, Bentley Denver is well-suited to uphold that cohesion.
“Our team understands the rhythm of life in Colorado, and we’re focused on delivering vehicles and services that align with that distinctive lifestyle,” shared Jacquie Palisi, Director of Marketing and Customer Engagement at Bentley Denver. “Bentley’s legacy of handcrafted performance is uniquely suited to Denver’s dual nature. Models like the Bentayga perfectly blend rugged capability with unmistakable luxury, making them ideal for Colorado’s mountain drives or city sophistication.”
On top of the models that can already handle tricky mountain passes, Bentley Denver offers customization through Mulliner, ensuring that anyone who invests in a vehicle have options based on their lifestyle, whether they’re at a ski resort or an evening gala.
With their opening event, the overall message was unmistakable — Bentley Denver isn’t just selling cars, it’s curating experiences.
Bentley Denver Makes Room For Modern Luxury Lovers
While the exclusive energy in Bentley Denver may seem effortless, Palisi noted that the laid-back feel comes from intentional detail and commitment to the brand’s overall vision.
“From day one, the process was driven by a shared commitment to excellence, personalization,
and community connection,” Palisi shared. “Every design choice — from the architectural elements to the curated customer spaces — was made with Bentley’s legacy of craftsmanship and innovation in mind, while also honoring the sophistication and spirit of the Denver lifestyle.”
That Denver lifestyle was front of mind during the creation of the space. Every corner signals Bentley’s brand philosophy — luxury that’s forward-thinking and deeply attuned to the individual, all without being stuffy. Instead, the re-opened showroom invites clients to settle in, explore and personalize their next vehicle in a boutique environment that encourages both creativity and trust that
Plus, as part of the locally owned John Elway Luxury Automotive portfolio, a trusted name in Colorado’s high-end automotive scene, Bentley Denver brings global sophistication to a familiar Mile High audience. The partnership ensures that the Bentley experience here isn’t just world-class, but also rooted in a deep understanding of what makes the Colorado luxury market unique.
“The result is more than a showroom. From the moment a client steps into the Bentley Denver showroom, they’re welcomed into a world of refined hospitality,” Palisi shared. This hospitality brings “above and beyond,” to a new level, ensuring that each client leaves with both their dream vehicle and a sense of deep trust that Bentley Denver will continue taking car of them.
As Palisi describes it: “Every visit begins with personalized service. Clients are greeted by name and introduced to our brand specialists who guide them through every detail of their journey, whether they’re exploring customization options or scheduling service. Our boutique-style environment, private lounges and configuration studio provide a tailored, relaxed atmosphere that turns car buying or ownership into a memorable experience rooted in luxury and exclusivity.”
What’s Next: Bentley’s Vision for Colorado’s Luxury Scene
With the reimagined showroom now open, Bentley Denver is already looking ahead, planning big things for the region’s luxury lovers.
“Without question, this is just the beginning,” shared Palisi. “The opening of our Denver showroom marks a bold new chapter for Bentley in Colorado.”
That next chapter includes an exciting mix of exclusive events, immersive brand experiences and meaningful collaborations with premium lifestyle brands and charitable organizations. From unique driving experiences through Colorado’s iconic landscapes to private showcases and luxury activations, Bentley Denver aims to become an integral part of the state’s ever-evolving luxury community.
“We’re uniquely positioned to expand our influence — not only with exciting new vehicle releases, including Bentley’s next-generation hybrid models, but by becoming an integral part of the luxury lifestyle community throughout the state,” said Palisi.
Bentley Denver plans to continue curating experiences that meet Colorado’s adventurous-yet-elegant spirit, both on and off the road.
Bentley Denver is located at 8301 Parkway Drive in Lone Tree, CO. The showroom is open Monday through Saturday from 9 a.m.-6 p.m..